The present disclosure relates to an apparatus for supporting online shopping. The apparatus comprises an identification unit configured to identify an online price tag of a specific product embedded into a webpage of an exhibitor, an update unit configured to update a selling price exposed to the online price tag according to a result of a reverse auction between sellers for a selling price of the specific product, and a processing unit configured to, when a purchase intent of a purchaser accessing the webpage of the exhibitor is identified from the online price tag, process a procedure of purchasing the specific product based on the updated selling price.
展开▼
