One of the most important functions of brick-and-mortar retailers is to help consumers abate the burden of product information screening and processing. Many e-storefronts instead provide information fi ltering mechanisms to help customers to alleviate the problem of information searching and processing. Practically, the main information filtering mechanisms that e-stores currently offer to consumers can be classified into three types: ( 1) search engine. (2) merchandise catalog, and (3) s hopping basket.