Patent ID: 8255479

Claim:
A computer program product storing executable instructions on a tangible, non-transitory medium, said instructions executed by a network-connected computer device, to execute a routine comprising: detecting operations on the computer by a user on an online site viewed by the user, said computer detecting operations indicating that the user may potentially purchase products or services from the online site viewed by the user, by recognizing when the user accesses detailed information on the computer regarding a first product, wherein the first product is a product offered by a first trader operating the online site currently viewed by the user, and where a competing product to said first product is also offered by a second trader associated with the computer program; comparing electronic information that electronically represents a specific page of the online site viewed by the user when viewing the first product, with a first index of keywords relating to a plurality of subject matter categories, where said electronic information is part of the online site being viewed by the user, but is less than an entirety of the online site viewed by the user, and is obtained from the part of the online site being viewed by the user, said comparing operating to determine first subject matter categories within said first index which match to said electronic information and where said subject matter categories define a category of the online site that describes the product or service; cross-referencing said first subject matter categories determined by said determining, with a second index of alternative online sites, where said second index of alternative online sites is categorized by subject matter, said cross referencing determining alternative online sites that have a similar category to said first determined subject matter, said alternative online sites including a second site associated with the second trader associated with the computer program; and first displaying, in a first area on the user's computer monitor, said alternative online sites to the user, including the second site associated with the second trader associated with the computer program; second displaying, in the first area on the user's computer monitor, a hyperlink to a specific page of the second site associated with the second trader associated with the computer program, wherein the specific page specifically relates to said competing product offered by the second trader; (c) displaying in said first area on the user's computer monitor, a price of the competing product provided by the second trader; and (d) in the first area on the user's computer monitor, displaying information that enables placing an order for the competing product provided by the second trader.