Shopping search engine SortPrice is expanding its merchant store application on the Facebook Platform.

Available only to Sortprice merchants, the free application works with merchants' existing Sortprice product listings, allowing them to build virtual stores on Facebook. Recent enhancements enable shoppers to compile a wish list of  items from a particular merchant's store that are viewable to all users and are the foundation for a truly interactive shopping experience. Visitors can comment on other users' wish lists, indicate particular items that they like, and even invite friends and family to check out wish lists or specific products.

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While it's up for debate whether Facebook users are shopping on the social networking site or even adding products to wish lists, merchants using Sortprice should be using the app if only for the potential for additional exposure. Many of the service's current clients are currently using the app, including PetSmart, SpyTown, and AmericaRX.  "Our sales are beginning to ramp up," said Rian Cool, outbound marketing manager of CharityUSA, one Sortprice merchant using the application. "Many people are on Facebook all day long, so it's kind of like having them on our store all day long. With how the application behaves, it's a huge plus for us to have a large volume of outbound links available on Facebook to our product landing pages."

"The positive response from merchants who have utilized this application since it was introduced eight months ago has been nothing short of tremendous," said Asaf Klibansky, Sortprice co-founder and CTO. "Many of them are witnessing substantial increases in traffic and sales, and with these improvements, those numbers should only continue to rise."