A popular comparison shopper’s guide to deals online, pronto.com provides prices from over 65,000 retailers on 70 million products. An estimated 11 million people per month visit in search of bargain prices and product descriptions. Ostensibly, the site displays a list of which stores are selling a product and at which prices, with customer ratings for each store . However, a combination of other features that are popular on a variety of websites work successfully to make this a popular place for bargain hunters – for example, registration ensures repeat traffic from consumers who can use the “Pronto Personal Shopper” to track when favorite brands or products go on sale; there is also a section where customers can review items and view other people’s opinions, or even leave each other messages (in fact, each user can set up a profile much like on MySpace or Facebook, and enter all kinds of information about likes and dislikes, upload a photograph, or find a friend. Who said online shopping had to be faceless and alienating?). Customers can make “wish lists” in featured categories (much like on Amazon.com) or take part in contests – and indeed it is the community atmosphere of pronto.com that perhaps explains its popularity with older consumers.