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Shopping Pals

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This story appears in the August 2000 issue of Entrepreneur. Subscribe »

E-tailing: It's a brave, new world-one where companies you've never heard of fight for your trade. Who do you trust? Find answers at a growing number of Web sites that aim to guide cybershoppers through this wilderness. For you, this has double meaning-both as a consumer and a merchant. Perplexed consumers, swamped with headlines about fraud on the Internet, want guidance about where to shop. And as an e-tailer, you want to be rated highly.

So where do cybershoppers find guidance? A handful of sites have broken through to win visibility, and leading the pack is Gomez Advisors, which ranks everything from cyberdrugstores to florists. Log in here and, with a fast glance, see exactly who the category leaders are.

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