Many surfers already know about Froogle, Google's shopping portal that is still in beta testing. Google has now expanded their Froogle service so that it is available on WML-enabled cellular phones. Most newer cell phones that can connect to the Internet have this capability.

Users just need to enter wml.froogle.com in their cell phone browser, enter their product search terms, and scroll through results to find what they're looking for. The biggest advantage of this Froogle Wireless feature for consumers is the ability to comparison shop, no matter where they are.

Most people who have shopped on the Internet know you can often find significantly lower prices online if you are willing to wait for shipment. The problem in the past was that it was difficult to comparison shop between virtual merchants and brick & mortar stores.

As an example, when most of us are shopping at our local computer store, and notice they have blank CDs on sale, our first instinct is to stock up because the price looks so good by comparison to their regular price. But with an Internet-ready cell phone and Froogle Wireless, you would be able to search Froogle right from the store, and compare blank CD prices from online merchants with the sale price at the store. Taking into account shipping costs, whether you need the CDs immediately, and local sales taxes, you can then make an informed decision as to the true value of the sale price.

Since Froogle and Froogle Wireless are both in beta testing, some nice-to-have features such as sorting by price aren't yet available. This can be a problem when using a slower connection over a cell phone, but keep an eye out for improvements - Froogle Wireless will likely help you save money in real-time very soon!