1. A method for conducting electronic commerce comprising: issuing a plurality of electronic tokens from a mall service provider server to a first web server, the electronic tokens adapted for use in electronic transactions for purchase or rental of products or services from a plurality of other web servers; maintaining a first database in the mall service provider server, the first database including account information for the first web server; maintaining a second database in the mall service provider server comprising records of electronic transactions involving use of the electronic tokens at the plurality of other web servers; and for each electronic transaction, recording a royalty transaction in the account information for web servers at which electronic transactions using the electronic tokens are conducted.