Electronic shopping systems offer new horizons in vendor marketing, customer convenience and overall market efficiencies. Information networks can gather thousands of vendors and millions of customers into an information rich marketplace that serves both their perspectives. Unfortunately, existing electronic shopping systems offer low product differentiation and comparability, little information sm~cturing, rind almost no navigation aids to evaluate multiple shopping opportunities. These systems are proprietary and lack interoperability and cross navigation. This limits market efficiency and results in negative experiences for both vendors and customers. We propose a functional architecture for a new generation of electronic shopping infrastructures to dramatically improve vendor representation and customer navigation. This design provides the ability to shop and compare among multiple heterogeneous product structures and offers the basis for electronic shopping across distributed vendor databases.