Abstract: An approach is provided that authenticates, at an on-line distributor, an end user that has connected to the distributor over a communications network. One or more sets of rules are sent from the distributor to one or more vendor sites. The distributor receives vendor product data pertaining to the vendor sites. The vendor product data received from the vendor sites is based on the sets of rules sent to the respective vendors. A product request is received at the distributor from the authenticated end user. The vendor product data received at the distributor is queried using a query that is based on the product request with the query resulting in a search result that is returned to the end user.