Clearly aspiring to be an online Consumer Reports for the Internet set, the folks at Productopia.com have developed a downright nifty site from which most consumers will walk away more enlightened.

The crisply designed Productopia offers what officials stress is completely impartial information on an extensive array of merchandise, ranging from personal electronics and cars to house furnishings and sports equipment. Once consumers zero in on a desired type of purchase, they are presented with a list of competing products divvied up under the headlines of quality, style and value.

After visitors decide whether they lean more toward the bang-for-the-buck or aesthetic persuasion, the editorial team gives a solid rundown of each product’s pros, cons, price range, features, awards and information on the manufacturer.

Browsers can e-mail product summaries to presumably anyone with a vote in the purchase, and serious shoppers are directed to merchants in both the online and off-line worlds. The site also has dedicated space to user reviews and consumer discussions.