The huge growth of e-commerce has had a profound impact on users who can now choose from a vast number of options online. Inevitably, as the number of choices has increased, so has the need for tools to help users organize, manage and utilize information on these for better decision-making. Comparison shopping agents or shopbots can help users decide what to buy and enhance their online shopping experience. However, despite the high expectations, the immense potential of shopbots has not been fully realized. In this chapter, the author identifies the limitations and drawbacks of current shopbots, in particular, with regard to the underlying technology for building such systems. She then discusses how these technical limitations can be overcome by making use of the Semantic Web and Web Services. She also considers how shopbots can truly serve the user by providing personalized, impartial and flexible services.