An electronic marketplace (e-marketplace) is a virtual space where buyers and sellers exchange goods and services (Bailey & Bakos, 1997). An e-marketplace that searches for and aggregates information from multiple vendors and presents information of related products and services to individual consumers is an example of a business-to-consumer (B2C) shopping portal. Many smart online shoppers start from a shopping portal that provides the added ability for a shopper to compare prices, read reviews, find deals, and even create a wish list or apply for credit cards. Examples of such sites include Yahoo! Shopping, bizrate.com, shopzilla. com, nextag.com, and the marketplace function of amazon. com, where new and used books from online vendors and individuals are listed and sold.