Let Their Mouseclicks Do the Walking: How Consumers Use the Internet to Shop

This Element is an excerpt from The Truth About What Customers Want (9780137142262) by Michael R. Solomon. Available in print and digital formats.

Meet the “cybermediaries”: how consumers find and choose products on the Internet.

With the tremendous number of Web sites available and the huge number of people surfing the Web each day, how can people organize information and decide where to click? A cybermediary often is the answer: an intermediary that filters and organizes online information so customers can identify and evaluate alternatives more efficiently….