A
system and method permit a user to browse and compare products of a merchant using information about a competitor. In one embodiment of the
system and method, a page
server serves a competitor electronic page to a customer browser which permits the user to select a competitor. The competitor electronic page includes a
hyperlink having a manufacturer ID parameter, which
hyperlink, when selected, issues a request to the page
server for competitor product information. The request includes the manufacturer ID. Responsive to that request, the page
server uses the manufacturer ID to form a query to present to a product
database having competitive product information, manufacturer information, product information and associations between that information. A
database engine processes the query and returns records satisfying the query. The records are used to construct a competitor product electronic page permitting a user to select a competitor product. The page server serves the competitor product electronic page to the customer browser. The competitor product electronic page includes hyperlinks corresponding to competitor products, each
hyperlink, when selected, issuing a request for corresponding product information, and each hyperlink including a corresponding product ID parameter transmitted with the issued request. The page server responds to a request for corresponding product information by using the corresponding product ID parameter to query the product
database for corresponding product information. The records satisfying the query are returned and used to construct an electronic page including corresponding product information. The page server sends the electronic page including the corresponding product information to the customer browser.