Online shopping is no longer a solitary experience.
Whether it's looking for help finding the best price, seeking answers on the color of a sweater or making sure that you get a gift you really want, it appears that technology is beginning to play a more personal role in the online shopping process. For most people, shopping online involves typing in a Web address, looking around for the right merchandise, picking it out and paying for it. Maybe not, say consumer experts. They caution that some sites skew the results of companies that pay to be featured on a price comparison list. While bargain hunting is nothing new, it takes on a whole new meaning online.