The ecommerce gold rush seems only one way at the moment – into the pockets of advertisers.
Cybermediary Inspop.com is catching the eye with its primetime TV advert using a take-off of the Arnold Schwarzenegger blockbuster, the Terminator.
But such is Inspop.com's rush to build brand identity and steal a march on the rest of the internet field that it has gone ahead without the backing of a motor insurer.
And the site only has two household insurers up and running: – Budget and Hiscox.
Similarly, on health, pets and life insurance Inspop.com is not yet providing online quotes.
Inspop.com has a £5m budget set aside for its first advertising campaign which spans television, radio, national and regional newspapers.
The new internet company has been advertising regularly on new Channel 4 hit show, Big Brother.
A spokesman for the company said it was a matter of time before Inspop.com can offer quotes for these different classes of insurance and pointed out the TV advertising was only for household cover.
He said: “The advertising for the site was booked a long time ago and was due to start on July 10.
“We see this as a branding campaign about raising awareness in the marketplace.”
Inspop.com has experienced particular difficulties integrating Prudential and Rias, its motor insurers.
