1. A method in a computing system, comprising: providing a search facility configured to provide information about a plurality of merchants that each sell a plurality of goods and/or services, by: for each of the plurality of merchants, receiving a plurality of keywords that describe goods or services sold by the merchant; and associating each of the plurality of keywords with at least one of the goods and/or services sold by the merchant; receiving a search request that includes a keyword and an indication of a location; determining one or more of the plurality of merchants that is proximately located to the indicated location and that sells, but that does not primarily deal in, a good and/or service that has an associated keyword that matches the keyword included in the search request; and transmitting information about the determined one or more merchants.