Tech hardware advice site and reviews aggregator Retrevo is opening its own online store. The company has struck deals with 10 online resellers that will fulfill orders for Retrevo, but buyers will conduct all their business on Retrevo.com itself. Retrevo is also taking on the support role for customers who need help with products they purchase on its store.
Retrevo's main function, to date, has been to provide tech buying advice to consumers. It aggregates reviews data from professional sites (like CNET) as well as consumer reviews (from sites like Amazon) and generates reviews scores and other analytics to help users make buying decisions. There's also a strong editorial hand at work at Retrevo to come up with the criteria that the site's algorithms use to rank products.
Retrevo has always linked out to online stores for people who want to purchase a product they read about. Today's new store function replaces the links to other stores with Retrevo's own "Add to Cart" button for select items.
The ethical wall There is a barrier at good reviews sites between opinion and commerce, for one big reason: If a site is recommending a product and then turns around and makes a direct profit from selling it, one could think the site's recommendations are tainted by potential profits. Retrevo CEO Vipin Jain says you can still produce a trustworthy editorial service even if you are helping readers close the loop in commerce.
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