A Boulder-based startup has launched an online shopping site for cell-phone users.

The site, mShopper, offers more than 7 million products from more than 100 vendors, with new retailers to be added every month.

Registered users with Internet access from their cell phones can compare prices, browse products and make secure purchases.

David Gould, former director of mobile content for Virgin Mobile, started mShopper in 2005.

Until now, "it's been in stealth mode," said Dev Bhatia, mShopper's chief marketing officer. Bhatia said the company, which has 10 employees, is funded by private investors.