In its ongoing effort to compete with internet giant Google, Microsoft has announced new changes to its search engine, Bing, in the form of an online shopping. portal, making it easier for companies to reach e-shoppers, according to InternetRetailer.com.

Microsoft now offers online retailers free clicks, meaning that there will be no charge to merchants when consumers click on a product listed on Bing's shopping page. Additionally, Bing will offer more visibility for businesses on the web.

Scot Wingo, CEO of ChannelAdvisor Corporation, told the news source that he expects Bing is trying to bring as many merchants onto their site as possible. Wingo and other industry analysts expect that Bing will soon present online shoppers with images and details of available projects through the search site.

"Bing Shopping follows the model established by Google Base, which is smart," George Michi, CEO of a search engine marketing firm, told the news source. "It gives Bing flexibility to do the kinds of things Google is doing with Product Extension ads and Product Listing ads."

When shopping on the web, customers should take extra precautions and protect their personal information when by using a secure payment company. InternetSecure.com recommends that e-shoppers always read online merchants' privacy policies.