Denver-based Digital Folio Inc. on Tuesday formally launched a service that lets retailers undercut each other to woo online shoppers.
Digital Folio has been offering a beta version of the service, which runs through an add-on to the Internet Explorer or Firefox Web browsers. When shoppers download it, a column appears in their browser where they can keep track of products they want to buy.
Shoppers search in their browsers for electronics or appliances, and drag them to their "portfolios." Digital Folio will present prices from Amazon, Best Buy, Sears, Target and Walmart, and lets the retailers quickly lower their prices if it turns out a competitor is cheaper.
Digital Folio earns commission on sales. It says more retailers will be added later.