This chapter introduces comparison-shopping as an emerging channel to increase Web visibility for small- and medium-sized enterprises (SME). In Section I, we analyze two business models of comparison-shopping services (CSP): the BargainFinder model and the Pricewatch model. The latter can be further differentiated as Pricewatch-classic model and Pricewatch-innovative model. Through data collected from 60 CSPs, we found Pricewatch-classic model is dominant for the time being, Pricewatch-innovative model is picking up, and the BargainFinder model is only viable in niche market. In Section II, we examined the feasibility of using comparison-shopping to increase Web visibility for SMEs. We demonstrated that comparison-shopping can increase the welfare of consumers, participating in comparison-shopping is a Nash equilibrium dominant strategy for SMEs, and comparison-shopping has the disintermediary effect on underdeveloped economies and polarizing effect on developed economies. Overall, this chapter provides a comprehensive introduction of comparison-shopping and its potential for increasing Web visibility for SMEs.