MSN’s goal in luring viewers to shop online with them is the turnkey nature of its shopping section. Visit shopping.msn.com, for instance, and you can choose from more than 38 million products at more than 7,000 stores. Some featured retailers prominently displaying their logos include Dell, JC Penny, Overstock.com, FTD.com, WalMart, Target and Eddie Bauer. Categories comprise literally every conceivable product a consumer could possibly want or even think of-- everything from flowers to home furnishings to tools and hardware.

MSN Yellow Pages uses Verizon SuperPages to give consumers a research tool while also steering them to a particular brand, URL or retail location. The site attracts an unusually high proportion of well-heeled customers-- 42 percent have household incomes exceeding $75,000 per year, and most visit the site to research medical and professional services, entertainment, hotels and retail outlets.

MSN also offers Windows Live Expo, a Craigslist-like social listing service that allows members to find and sell items, discover information and meet other parties in their area.

Other players include:
Shopping.com, Pricewatch, Craigslist

What this could mean for marketers
In MSN's shopping section, retailers can prominently feature their logos and links to their homepages. In addition, brands can be listed in the sections where products are promoted within MSN's shopping page. Since these shopping pages are the path of least resistance for loyal MSN users, brands and retailers alike should make sure to have presence in this high-traffic, high-engagement area.

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