From a customer behavior point of view, the impact of shopping agents on the customer shopping decision-making process needs to be studied. Some customers will not use shopping agent Web sites either because they don’t know about them or because they are reluctant to delegate decisions to an artificial agent. One implication of this is that even though customers can determine the prices of those suppliers who choose to allow their site to be interrogated by search agents, they have to decide whether, in addition, they should also engage in a costly search for merchants who are not listed on the agent Web sites. In addition, the proportion of online customers who really rely on product recommendation systems and online reputation systems remains mysterious. The acceptance rate of the product recommendation systems and online reputation systems needs to be determined.