| A service is being offered allowing Web sites to embed e-commerce into their Web pages to let visitors browse and order products from vendors without leaving the content provider’s domain.
On a content site, the service takes the form of something CrossCommerce.com officials call a “cShelf”— a window for ordering goods from a variety of outside suppliers and distributors but appearing to be a natural part of the content provider’s page.
Peter Nordberg, cofounder and CEO of startup CrossCommerce Inc., said the service should offer a way for content providers to wring some revenue from their sites without having to sell advertising space. A percentage of the sales trickle back to the site owner when a visitor to the site buys items displayed on the cShelves.
CShelf promotions blend in with the host Web page and don’t take visitors to another site. When visitors click on banner ads, Nordberg said, “You’ve just clicked away your user to another site.”. | 
