Organizations that focus on shopping and ecommerce websites rely heavily upon niche advertising strategies. Starting a business retailing products on the web can either be extraordinarily profitable, or completely disasterous. Web-based consumers are very savvy. Unlike their retail counterparts, web retailers do not have a captive audience. Most web shoppers will check out at least two online competitors... and these two competitors will likely be the highest ranking ecommerce website on the major search engines. Internet retailers that pay for search engine related advertising must be price-competitive and geared to serve a very metropolitan marketplace.