WinBuyer, an Israeli startup which makes a comparative pricing app for online retailers, has raised $6.9 million in a first round of funding. The round was led by Pitango Venture Capital. Giza Venture Capital also participated. With WinBuyer’s app, online retailers can show directly on product pages what the same item costs at other online outlets. The startup says consumers are more likely to go ahead and make a purchase if they can quickly see how an item’s pricing compares; if they do in fact head to another site, the merchant gets a referral fee.