MasterCard today rolled out a new online shopping store designed specifically to recommend products consumers are more likely to purchase.

The credit card giant is the latest company to attempt this type of online service, with Visa and American Express also offering similar businesses.  MasterCard's new store has been created with the help of Next Jump, a data mining company that tracks shopper behavior from thousands of different sites.

After a new shopper visits the online store, they'll be asked to select a handful of different online companies they prefer.  Next Jump will then track what each site visitor views, adds to their shopping cart, and purchases online.

The new MasterCard Marketplace has some privacy experts concerned, who are concerned cardholders may be turning over too much private information.  There is a concern sites such as MasterCard Marketplace increase the amount of "social discrimination" shoppers face, University of Pennsylvania professor Joseph New York Times Turow told the .

"People might be happy with a Dell 30 percent off, but why did my neighbor get one deal and me another?" he wondered.  "We are accepting this notion that companies have a right to do this."

MasterCard has added additional layers of security, according to the company, including mandatory registration into the marketplace site.  Retailers also will not receive individual customer details, but will receive information on a wider variety of customers.