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Once they’ve found one they like, they add him to a virtual supermarket trolley.
But there’s a twist: men – who account for around 60 percent of the site's users – must wait for a woman to contact them first.
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It was this discrepancy that fascinated 30-year-old London-based Italian web designer Luca Vavassori - so he started studying how his male and female friends used dating sites.
“I soon realized how irritating they can be for a woman using these kind of services,” Vavassori tells The Local.
“After publishing their profile, women are literally inundated with dozens of messages from male users, half of which are of a sexual nature.” It was with this in mind that Milan-born Vavassori started Girl Shop, a free dating website that’s been active since February and encourages women to combine their love of shopping with dating.
The concept is simple: female users of the site are invited to go shopping for men.