Britney Spears, currently number one in the global pop charts, will be the first pop star to work as an official Web 'hostess'. She will be hosting new Canadian teen site Youtopia.com.
The site, to launch in early spring of next year, will offer teens the opportunity to have virtual parties, see and chat about new clothes and play games.
In the US, celebrity endorsement of web sites is commonplace, and deals can be as substantial as those for traditional endorsement arrangements.
But in this case, Spears has agreed to be paid in Youtopia.com shares, showing confidence in the e-commerce market.
"Perhaps if Britney is backing the future of the online world then the traders and dealers of London and New York should renew their confidence in the tech stock markets," says itn.co.uk.
Take me to the e-commerce special.