B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Recent
37%
37% -- share of shoppers citing online price comparison as main purchase factor for US shoppers (2025)
37% of surveyed US shoppers stated that being able to compare prices online is the main factor in determining where they eventually purchase a product.
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Lighthouse Research Team
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Source verified
Evidence graded
Value
37%
Unit
Percentage
Data Vintage
2025
Entity
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
75
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
Wunderkind
Primary
Tier B
https://www.centricsoftware.com/blog/what-is-competitor-price-monitoring ↗
Source Article
Competitor Price Monitoring Strategies for Modern Retailers
According to Wunderkind’s 2025 US Consumer Insights report, 37% of surveyed shoppers claimed that being able to compare prices online is the main factor in determining where they eventually purchase a product.
For today’s retailers, pricing decisions made in isolation are pricing decisions destined …
Original Research
Wunderkind
· Original study ↗
Methodology
Survey finding cited from Wunderkind's 2025 US Consumer Insights report
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
US shoppers: 37% share of shoppers citing online price comparison as main purchase factor. Source: Wunderkind (2025). Via Lighthouse Intelligence -- https://lighthousedata.io/data/online-price-comparison-purchase-driver-2025
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<blockquote cite="https://lighthousedata.io/data/online-price-comparison-purchase-driver-2025" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>37%</strong> -- share of shoppers citing online price comparison as main purchase factor for US shoppers<br><small>Source: Wunderkind (2025) · <a href="https://lighthousedata.io/data/online-price-comparison-purchase-driver-2025" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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