A web site structure and a method of building a web site for an internet shopping mall in which a number of different and independent retailers are represented on web pages produced on the shopping mall site but under each retailers individual control. The web sit is structured to provide seamless integration of resident and third party internet sites into a portal shopping site, while maintaining the integrity of the third party sites, and providing access to shopper service functions aggregated across and accessible from the resident and third party internet sites. The site also provides product and consumer profiling to provide an enhanced shopping experience, by matching product and consumer profiles when serving pages to a consumer. The web site also provides a transaction management system which manages an aggregated transaction and fulfilment workflow for a plurality of transactions of con current transactions.
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