DENVER (AP) — Denver-based Digital Folio Inc. is formally launching a service that lets retailers undercut each other to woo online shoppers.
Digital Folio has been offering a beta version of its software, but it formally launched Tuesday.
The service 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, drag them to their portfolios, and Digital Folio will present prices from Amazon, Best Buy, Sears, Target and Walmart. (More retailers will be added later.) Digital Folio lets retailers quickly offer a lower price if it turns out a competitor is cheaper.
Digital Folio earns commission on sales.