Added tools give Pronto boost

NEW YORK: Comparative shopping site Pronto.com has added several prominent social-media features to its site in a bid to become the MySpace of the online shopping world.

NEW YORK: Comparative shopping site Pronto.com has added several prominent social-media features to its site in a bid to become the MySpace of the online shopping world.

The IAC-owned Pronto's new features let users create profiles and lists, rate products, and interact with other users via traditional social networking tools.

"If you think of the best of what Yelp is or what Digg is in the local or the news channels, we've taken those principles and put them on top of [Pronto] so that the community can help the community make decisions on what to buy," said Pronto president John Foley. "It's kind of like a Consumer Reports, but a [Web] 2.0 version."

Foley said Pronto believes that its traffic volume, which he put at 4.5 million unique users per month, will help it snare a sufficient number of users for its new features. It is using keywords, SEO, and media outreach to publicize its move, and is also working with Thornton PR.

The site launched in September 2006. IAC operates more than 60 brands, including Ask.com, College Humor, and Evite.

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