A business-to-consumer (B2C) electronic marketplace (emarketplace) portal helps online shoppers in searching for desired products and services, customizing a user’s shopping experience, and identifying reputable merchants and service providers. These shopping portals provide the ability for a shopper to specify personal preferences, compare prices from multiple vendors, obtain merchant ratings and feedback from other customers, read reviews of products, find featured products and promotion, and create his or her own wish list in a online profile, among others. From an economics perspective, these portals reduce a buyer’s search cost (Bailey & Bakos, 1997). Web sites falling into this category include Yahoo! Shopping, bizrate.com, shopzilla.com, and nextag.com, among others.