Decide Opens Shopping Site

6/20/11

Decide.com, a gadget-shopping site co-founded by University of Washington professor Oren Etzioni, is opening its doors to the public. Decide’s consumer pitch is taking the regret out of buying expensive electronics by trying to predict whether new models are coming out, or if prices might change in the near future—it’s no coincidence that Etzioni was founder of Farecast, an airfare prediction site that Microsoft bought for $115 million. Etzioni’s also a venture partner at Madrona Venture Group, which is among Decide’s investors. Other financial backers are Maveron and angel investors. Decide has raised some $8.5 million to date. Decide’s CEO is Mike Fridgen. Comparison shopping for consumer electronics is a pretty active area for entrepreneurs right now—Seattle’s Dan Shapiro recently sold his gadget-buying site Sparkbuy to Google, and sites like Shopobot and Retrevo are also based around helping consumers find the right prices for electronics.

Curt Woodward is a senior editor for Xconomy based in Boston. Email: cwoodward@xconomy.com Follow @

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