Ciao.co.uk was the most visited shopping comparison site by UK web users in November 2009, says ComScore.

According to the internet market research firm, Ciao had a total of 2.97 million unique visitors during the month, knocking rival Shopping.com from the number one spot.

Ciao is integrated into Microsoft's Bing search engine and Ciao's general manager Stephan Musikant believes this has helped the popularity of the site.

"The people who visit our site like it because they can do more than just search for prices; they can write and film reviews of past purchases and offer advice to other people looking to take a wise decision on a given product or service."

Ciao also said the introduction of several new features, including allowing members to suggest new products for the website and offering them extra incentives to be the first reviewer, had helped to increase the popularity of the shopping comparison site.

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See also: Microsoft Bing gaining traction in the US