Become has recently launched a new version of their site, focused on social shopping improvements. A new registration process lets users define their favorites brands and stores among various personal information; then browsing the site, they can create some wish lists, and “stuff I own / stuff I recommend” lists. There is apparently no way to export those lists through widgets or RSS for instance, lowering the benefits users could have creating lists on Become; I guess this kind of improvement will come in v2.
This move is not really surprising, following Pronto efforts to enter the social shopping arena; I expect more comparison engines to add social shopping features on their site, int the near future. For a more complete analysis, Scott Hurff has written a really good article entitled “Is social shopping a feature or a business?“; worth the reading.
By the way, apart from those social shopping improvements, the new Become also sports a new logo and a new style, which I find less professional than the previous one; but it’s personal taste :)