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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.Another clue of a pretender is a woman who has a poorly written profile.As a general rule of thumb, the more boring the profile, the more boring the person. Founded in 2001 and based in Boulogne-Billancourt, France, is the best online dating site in Italy.

But for some reason, Italy just hadn’t warmed to the idea in the same way.Not so - the difference is that the site is ironic, he says.“As soon as you enter Girl Shop, you can see that the site is very young and frivolous and that the concept of men as objects is treated in a light-hearted and humorous way. A new social network is trying to overturn traditional Italian attitudes by giving women the chance to “shop for men”.The Local speaks to the founder to find out how it all works.

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