Things that people don't comparison shop for online.

I tend to think that people comparison shop items for online tend to do so for items that are expensive and easily identified products. I don't think soft goods or good that have a high emotional commitment easily lend themselves to comparison shopping. When a item has a high emotional value, there tends to be an emotional commitment to buying that changes the buying process. When a user is buying based on physical criteria, (ie performance) comparison shopping is the ideal mechanism. Despite the attempts of a number of vendors to convey a more emotional shopping experience, without out the tactile experience of buying, I think these attempts are doomed.