Shopping.com is a price comparison service. Shopping.com use to be called DealTime.com. It was founded in Israel in 1998 by Dr. Nahum Sharfman and Amir Ashkenazi, whose original idea was to create a downloadable client that would monitor changes in prices of products the user seeks to buy over time, notifying the user when the product price reached a predetermined level (hence the site's original name, DealTime). Originally targeting American consumers, the basic concept was quickly modified from a downloadable client to a purely web-based service, a concept the company has kept ever since.