Web portals continue to grow as a force that could shift the balance of power between buyers and sellers and, therefore, could alter the structure of channel systems in many industries. In late 2005, the increase in the importance of portals appears to be reflected in their market capitalization, exceeding that of more traditional media and communications companies (see Figure 1). Today, the Internet provides access to a vast data repository. Information on product pricing and quality that used to take hours to unearth can now be accessed in seconds with a click of a mouse. However, despite the ease of data access, one issue remains: how to find that piece of relevant information within all the data. Digital technology has reduced the cost of content creation, which has increased the amount of content or data available (e.g., replacing the typewriter with word processors and desktop publishing). Together with cheap digital distribution via the Internet and Web, much of this data is now available online. What remains is the challenge of finding relevant and reliable information. This issue is being addressed by one of the dominant forces in the online arena, the Web portal.