Shop4Charity.com is a new venture started in December 2001. The aim of the venture is to use a previously untapped source of revenue for charitable organisations.

The company's web site provides a portal (currently for US and UK companies only) where users can access a wide range of advertiser web sites. When a user clicks on an advertiser and buys online from them, the company receives commission.

For the first twelve months of business, it is envisaged that half the proceeds from the web site should go to charity with the remainder being used on running costs and operational profits.

As the popularity of the web site increases and, with it, the revenue generated, it is envisaged that up to 90% of the proceeds will eventually go to charity.

The company is likely to expand quickly over the first 18 months of business. The aim is for the business to be in a position to float on the stock exchange within two years.

Over the next few months, a major awareness campaign will be launched in the UK and US press regarding the site.