This feature came about out of customers pain point in deciding on similar types of product, especially for electronics types of merchandise.
The main ways to incorporate this feature is to integrate it into the product listing for users to quickly compare "relevant" products. The comparison could only be between related sub-category, i.e., laptop to laptop types, etc.
Competitor design survey, wireframes and design concept
Time spent on the site and conversion rates
Included in the product initiatives but never see the light of the day due to switch in business direction.