UK search engine UKMax, is to simplify online shopping for first-time Web users, anticipating a boom in e-commerce traffic.

UKMax is repositioning itself as a UK-specific search engine, and Web-shopping portal. This should go some way towards countering the US-specific bias for UK-based online shoppers, observers said.

The company is now offering dedicated channels, such as shopping, sport, fashion and news. Each channel features a range of retailers who guarantee to offer deals to UKMax. Also available is a free email service offering three domain names - @ukmax.com, @london.com and @britain.com.