I was wondering why there hadn’t been much talk around Google’s Boutiques.com since its launch late late year – turns out traffic has dropped by an enormous 94%.

According to Google AdPlanner via Signature9, the site had 2.6m visitors per month in January, but in April, that figure fell to 170,000.

Furthermore, those stats compare with competitor ShopStyle‘s 3.8m and 3.9m respectively.

Some interesting thoughts on what went wrong, here.