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The first law of e-commerce is that if the user cannot find the product, then
the user cannot buy it.

But finding relevant product pages is only the first step down the purchase funnel. While many sites have improved their information architecture and navigation, many product pages are still dismal.

Comparing multiple offerings is one of the most crucial user tasks. You can’t assume that people will know which of multiple products is the best for them without having to compare the options. You can reduce the need for comparisons by simplifying your product line: as always it’s easier to make a simple user interface if the underlying concepts are simple. But few companies can make their product line so simple that there’s only one choice for any given customer. E-commerce sites that carry multiple vendors definitely can’t do this. Thus, we need to help users compare.