About CompComp
Why CompComp exists
What if the same evidence-based framework could be applied to every participant in a comparison?
CompComp compares a clearly defined part of your digital presence against the competitors you choose, using the same criteria for each one and keeping every conclusion connected to the evidence behind it.
Background
Where the idea came from
Competitive analysis looks simple until you try to make it consistent, repeatable and genuinely useful.
CompComp, short for Compare Competitors, grew out of years of practical work with ecommerce, digital commerce, software and digital strategy, but the more immediate starting point came from building and testing commerce.nu, another project within the tr3ttongruppen network.
While developing commerce.nu, competitive comparison became an increasingly important part of the work. Builders, testers and people using the solution raised questions that went beyond identifying which technology a company was using. They wanted to understand how companies actually compared: how clearly they positioned themselves, how easy their digital experiences were to use, how visible they were in search and AI-driven discovery, and where competitors appeared to be doing something better.
Those discussions and ideas helped shape CompComp into a broader solution of its own.
The problem with manual comparison
The underlying challenge was familiar from many years of customer, market and digital strategy work. Comparing companies, websites and digital experiences was often necessary when preparing customer discussions, evaluating positioning, understanding a market or deciding where improvements were needed.
Much of that analysis was manual. And that creates a problem.
One competitor might be assessed on search, another on messaging, another on technology or user experience. Prior knowledge can influence one comparison but not another. Different people may also focus on different signals and reach different conclusions.
The result can still be useful for discussion, but it becomes difficult to compare consistently, reproduce later or defend with evidence.
What changed
CompComp was created to make that process more structured. The aim is not simply to generate another AI opinion about which competitor is “better”, but to bring multiple digital signals together, compare them within the same defined scope and make the findings traceable back to the evidence that supports them.
In that sense, CompComp is both an evolution of the work started with commerce.nu and a product shaped by the ideas, questions and feedback that emerged from the people building and testing it.
Key idea
CompComp was created to make competitive comparison more consistent, repeatable and evidence-based.
Built from practical work and testing
Shaped alongside commerce.nu within the tr3ttongruppen network, using questions raised by the builders and testers who used it.
The philosophy
Find the why first
When a digital experience is not delivering the expected results, the first reaction is often to look for a new platform, more functionality or another technology. But a new platform does not automatically solve the underlying problem.
Over many years of working with ecommerce solutions, a recurring pattern has been that organisations can seek more features while significant capabilities in their existing solutions remain unused, poorly configured or replaced by surrounding systems.
The real issue may instead be
- functionality that already exists but is not being used
- configuration that does not support the business properly
- weak search visibility
- poor SEO foundations
- limited GEO or AI readiness
- unclear audience targeting
- weak positioning
- poor product or category content
- missing structured data
- UX or UI friction
- integration issues
- processes that do not take advantage of the platform
- unnecessary customisation
Not
Which platform should we replace this with?
But
Why is the current digital experience not performing as well as it could?
Sometimes the evidence may support investing in new technology. Sometimes it may show that the better investment is improving what is already there.
The objective is to find the why before deciding on the fix.
Built from practical experience
CompComp comes from working practice rather than from a theoretical research exercise. The analysis areas reflect questions that repeatedly arise in real ecommerce and digital work.
Who does this experience appear to be designed for?
Is the offer and positioning clear?
Can search engines understand and discover it?
Is the content prepared for AI-driven and generative discovery?
Can software agents understand products, offers and purchasing conditions?
How does it differ from the competitors customers actually see?
What evidence supports those conclusions?
CompComp brings those questions into one consistent comparison framework.
What CompComp is trying to solve
Inconsistent comparisons
If every competitor is analysed differently, the differences may come from the analysis itself rather than from the companies being compared. CompComp applies the same criteria to each participant.
Conclusions without evidence
A conclusion is more useful when you can understand what caused it. CompComp keeps findings connected to the evidence used to reach them.
Comparing too broadly
A single category page should not silently become an assessment of an entire company. CompComp keeps the selected analysis scope explicit, whether that is an exact page, a path and its pathname children, a subdomain or a whole host.
Treating missing information as failure
Not finding evidence is not the same as finding evidence of weakness. CompComp keeps Observed, Inferred and Unknown separate.
Fixing the wrong problem
A technology replacement can be expensive and disruptive. CompComp aims to provide a clearer picture of the actual differences before deciding whether the answer is technology, configuration, content, discoverability, user experience or something else.
Principles behind CompComp
01
Evidence before completeness.
It is better to show an incomplete conclusion than to invent certainty.
02
Compare like with like.
The same analytical framework should be applied to the baseline and its competitors.
03
Keep scope explicit.
CompComp analyses what you selected, not what it assumes you meant.
04
Observation is not verification.
A company's website can prove that the company makes a claim. It does not automatically prove that the claim is true.
05
Unknown is a valid result.
If there is not enough evidence to make a conclusion, CompComp says so. Unknown is never silently turned into a competitive weakness.
06
Avoid invented precision.
CompComp should not produce scores, rankings or conclusions that the available evidence cannot support.
07
Find the why first.
Understand what is actually creating the difference before deciding how to fix it.
What CompComp does not claim
CompComp does not have perfect knowledge about a company. It analyses evidence available within the selected scope and through the research methods used for that comparison.
It does not treat every missing signal as a problem. It does not assume that a competitor is better simply because it communicates more. And where CompComp has not checked something, it should say so.
The goal is not certainty.
The goal is to make competitive analysis more consistent, traceable and useful for making decisions.
Questions about CompComp
Sister product
Comparing commerce technology solutions instead?
CompComp compares ecommerce experiences: a site, a subdomain, a category or PLP, a product or PDP, or another selected path, against the competitors your customers actually see.
CommerceSpy compares commerce technology solutions and vendors: their positioning, capabilities, AI commerce readiness and evidence of how those capabilities are brought to market.
Where CompComp asks how your digital experience compares with competitors, CommerceSpy asks how a commerce technology solution compares with the other solutions available to ecommerce teams.
Two tools, two different competitive questions.
CompComp
How does our ecommerce experience compare with the competitors our customers see?
- Ecommerce experience
- Retailers and brands
- Categories, products and pages
- Agentic Commerce readiness observed in the selected ecommerce experience
- Side-by-side digital comparison
CommerceSpy
How does this commerce technology solution or vendor compare with other solutions in its market?
- Commerce technology
- Solutions and vendors
- Products and capabilities
- AI commerce capability of the solution or vendor, plus implementation evidence
- Market positioning
CompComp is in beta
The product is in active development. Some analysis areas are readiness assessments rather than measurements, some sites block automated access, and some checks will return unknown. Those limitations are shown in the product instead of being smoothed over, and the release notes record what actually shipped.
See how a comparison works, read the release notes or contact us.