AOL to Revise Its Online Shopping Service

America Online Inc. on Wednesday said it will introduce this summer a redesigned online shopping service to capitalize on its momentum as a destination for electronic commerce among consumers.

AOL said its members spent more than $1.8 billion shopping in the first quarter, marking the company’s growing role as an e-commerce destination, supplementing its basic Internet access service.

The $1.8 billion spent compared with the $1.6-billion AOL member spending spree in the previous quarter, which benefited from the 1998 holiday sales season and is considered by many analysts to have marked online shopping’s coming of age.

In a bid to transform window shoppers into repeat buyers, the Dulles, Va.-based company said its revised Shop@AOL service will include new features that allow consumers to customize their online shopping at retailers operating on AOL’s Internet services.

The new version of its shopping channel also will have enhanced product search tools, a faster checkout system and a merchant quality assurance system for consumers.

Shop@AOL will offer a search system that allows shoppers to seek products by category and brand name, while appeasing retailers by avoiding direct comparison shopping.

AOL shares rose 44 cents to close at $134.50 on the New York Stock Exchange.