New site monitors your online shopping

The rise of social networks has made internet users more aware of their privacy than in the past, but one new start-up actually goes against this trend by displaying a user's online retail movements.

California-based Blippy describes itself as a "fun and easy way to see and discuss the things people are buying".

The site works by allowing friends to follow each other. They will then receive updates of what each other friend is buying, and can even comment on the transactions.

The site allows each user to customise their account by choosing what types of transactions they would like to share. Retailers which can be tracked include iTunes, Amazon, Netflix and Blockbuster.

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