Become
Become is a price comparison and shopping destination website, operated as a property of Connexity, Inc. (a Taboola subsidiary), that aggregates 100M+ products from tens of thousands of retailers and reaches 40M+ monthly shoppers across the US, UK, France, Germany, and Italy via owned sites and affiliate network distribution.
- Company typePrivate
- Founded2020
- HeadquartersSunnyvale, United States
- Headcount51–100
- GTM typeB2B
- OfferingDigital Commerce or Content
What Become does
Become is a price comparison and shopping destination website that aggregates product listings from tens of thousands of retailers, enabling consumers to compare prices and discover deals across more than 100 million products. The platform reaches over 40 million shoppers per month through a combination of its owned Become.com destination site and an affiliate network distributed across partner publisher websites. Become is one brand within Connexity, Inc.'s portfolio of online shopping properties, and Connexity itself operates as a subsidiary of Taboola, with shared offices in Los Angeles, London, New York, and Karlsruhe supporting operations across the United States, United Kingdom, France, Germany, and Italy.
The underlying technology is a product aggregation and comparison platform that connects shopper demand with retailer supply, monetized primarily through affiliate referral fees and advertising placements when shoppers click through to retailer sites. The platform's two-sided model serves both consumer shoppers seeking price transparency and online merchants seeking access to high-intent comparison traffic, with Connexity positioning itself as a leading source of sales and consumer feedback data for retail advertisers. Historical disclosures show Become raised approximately $37.2 million in venture capital between 2004 and 2008 from TransCosmos, TPG Growth, and Global Founders Capital, and completed two acquisitions in 2009 (Pangora and Become Japan) before becoming integrated into the Connexity and ultimately Taboola ownership structure.
The business model is a B2B2C affiliate commerce model: Become does not sell to end consumers directly but generates revenue by referring purchase-intent shoppers to retailers. Customer concentration on the retailer side is highly distributed across tens of thousands of merchants, with no named anchor clients disclosed. Pricing and revenue mechanics are not publicly disclosed. Become currently operates with 51-100 employees and is firmly established as a mature subsidiary within a larger corporate parent rather than an independent growth-stage company.
Become firmographics
Firmographics- Name
- Become
- Legal name
- Connexity, Inc.
- Website
- https://become.com
- Company type
- Private
- Founded year
- 2020
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Become is a price comparison and shopping destination website, operated as a property of Connexity, Inc. (a Taboola subsidiary), that aggregates 100M+ products from tens of thousands of retailers and reaches 40M+ monthly shoppers across the US, UK, France, Germany, and Italy via owned sites and affiliate network distribution.
- Ownership category
- akta.pro rank
Become industry classification
Industry- Product category
- Price Comparison Shopping
- NAICS
- Department Stores (4551)
- SIC
- Retail-Misc General Merchandise Stores (5399)
- akta.pro primary industry
- Price Comparison, Deals, Cashback & Loyalty Shopping Platforms (BPAMAGAH)
Keywords
Where Become is headquartered
LocationHeadquarters
- HQ city
- Sunnyvale
- HQ country
- United States
- HQ region
- North America
Offices4 records
Markets served
Become business model
Business model- GTM type
- B2B
- Offering type
- Digital Commerce or Content
- Cost components
- Technology or R&D, Marketing or Sales, Personnel, Operations, Infrastructure
Revenue model
- Affiliate and Advertising Revenue: Connexity operates a portfolio of shopping comparison websites including Become, generating revenue by connecting shoppers with retailers through affiliate links and displaying advertisements. The company serves as a leading source of sales and consumer feedback for online merchants and retail advertisers.
Go-to-market motion1 record
Distribution channels2 records
Marketing channels2 records
Become product offering
Product offeringCore offering
Become is a price comparison shopping destination website that aggregates over 100 million products from tens of thousands of online retailers, allowing consumers to compare prices and discover deals. It operates as part of Connexity's network of shopping comparison sites and affiliate publisher relationships, monetizing shopper traffic through affiliate referral commissions and retail advertising.
Product overview
Become is a shopping comparison website operated by Connexity, Inc., a company that manages a portfolio of online shopping brands. The platform connects shoppers with over 100 million products from tens of thousands of retailers, offering comparison shopping services across multiple categories including electronics, home goods, and other consumer products. Become operates as part of Connexity's destination websites and affiliate network, reaching a global audience of over 40 million shoppers each month. The company operates in the United States, United Kingdom, France, Germany, and Italy.
Differentiator
Problem solved
Functional benefit
Products and services
- Become.com Price Comparison Website Online price comparison shopping destination where consumers search for and compare products and prices across tens of thousands of retailers, covering categories such as electronics and home goods.
- Connexity Affiliate Network (Syndication) Affiliate publisher network that distributes Become/Connexity shopping comparison content across partner websites, routing shopper traffic to merchants and monetizing through affiliate referral commissions.
- Retail Product Advertising Advertising product for online merchants and retail advertisers that delivers product ads and consumer feedback data through Become.com and the broader Connexity shopping network.
Companies that use Become
Customer profileSegments2 records
Ideal customer profiles3 records
Become technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Become partnerships and signals
Strategic signalScale indicators4 records
Recent moves6 records
Expansion highlights4 records
Become competitors and assessment
Company assessmentDirect peers
- CouponCabin: CouponCabin is a US coupon, deal, and cashback aggregator partnering with thousands of online retailers, directly comparable to Become on affiliate revenue, consumer cashback incentives, and product-discovery use cases.
- PriceGrabber: PriceGrabber is a US price-comparison destination site aggregating products from thousands of merchants, directly comparable to Become in product offering, monetization model (CPC/CPA affiliate), and consumer target audience.
- Capital One Shopping (Wikibuy): Capital One Shopping is a browser-based price comparison and cashback/coupon service that aggregates offers from online retailers, directly competing with Become on deal discovery, cashback incentives, and affiliate revenue.
- NexTag: NexTag is a comparison-shopping engine for products, travel, and education, directly comparable to Become in its reliance on merchant feeds, affiliate clicks, and SEO-driven organic destination traffic.
- Shopzilla: Shopzilla is a long-standing price-comparison shopping site covering electronics, apparel, home, and more, directly competing with Become on category coverage, affiliate monetization, and SEO-driven destination traffic in the US market.
- RetailMeNot: RetailMeNot is a leading coupon, deal, and cashback destination serving online shoppers, directly comparable to Become on affiliate-driven monetization, retailer relationships, and price-discovery use cases.
- Shopping.com: Shopping.com, originally owned by eBay, is a comparison shopping engine that indexes millions of products from thousands of merchants, sharing Become's destination-website, affiliate-revenue model and price-discovery value proposition.
Emerging players
- Slickdeals: Slickdeals is a community-driven deal-sharing platform that surfaces price comparisons and discounts across retailers, overlapping with Become on shopper deal-discovery and retailer traffic generation, but differentiated by its user-generated content model.
- Honey (PayPal): Honey is a browser-extension-based coupon, price-tracking, and cashback service owned by PayPal, partially overlapping with Become on price comparison and affiliate monetization, but differentiated by its checkout-time browser extension distribution model.
Broad incumbents
- Google Shopping: Google Shopping is the dominant price-comparison and product-discovery surface embedded in Google Search, directly competing with Become for organic comparison traffic and retailer ad spend. As a BROAD_INCUMBENT it operates at vastly larger scale within Google's broader ads and search ecosystem.
Market position
Strengths1 record
Weaknesses4 records
Competitive moat4 records
Key risks1 record
Key highlights5 records
Customer concentration
Become social profiles
Digital presenceBecome financial estimates
Financial estimateRevenue estimate
Valuation estimate
Become leadership team
Management profileNumber of profiles
Become funding detail
Funding detailFunding overview
Funding rounds4 records
Investors3 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Become M&A and investment
M&A and investmentM&A2 records
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Become
What does Become do?
Become is a price comparison shopping destination website that aggregates over 100 million products from tens of thousands of online retailers, allowing consumers to compare prices and discover deals. It operates as part of Connexity's network of shopping comparison sites and affiliate publisher relationships, monetizing shopper traffic through affiliate referral commissions and retail advertising.
Is Become a public or private company?
Become is a private company. It is classified as corporate owned and is currently operating.
When was Become founded?
Become was founded in 2020. It employs 51 to 100 people.
Where is Become based?
Become is headquartered in Sunnyvale, United States, in the North America region.
How does Become make money?
One revenue line is on record: affiliate and Advertising Revenue.
Who are Become's main competitors?
Direct peers on record are CouponCabin, PriceGrabber, Capital One Shopping (Wikibuy), NexTag, Shopzilla, RetailMeNot and Shopping.com. Emerging players are Slickdeals and Honey (PayPal). Google Shopping is listed as a broad incumbent.
Does Become have an API?
No public API is recorded for Become.
What industry is Become in?
Become's product category is Price Comparison Shopping. Its primary akta.pro industry code is BPAMAGAH, Price Comparison, Deals, Cashback & Loyalty Shopping Platforms. Its NAICS code is 4551 and its SIC code is 5399.