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To some extent, online brokers provide a commodity service, much like cable television or cell phone service.

Sure, there may be differences in the speed at which your trade is executed or, in some cases, the exchange through which your trade is routed.

But generally speaking, buying 100 shares of IBM through Etrade is the same as buying 100 shares of IBM at SoGoTrade. Or is it?

As the industry has consolidated and pushed commissions down to almost nothing (indeed, in some cases, commissions are nothing, discount brokers have worked hard to differentiate themselves on everything from customer service to website interface, trading platforms, research tools and even expert advice. (Is a no-commission broker for you? Find out here.)

Some online stockbrokers today look remarkably like full-service brokers, offering everything from financial planning services to full-featured cash management accounts, banking services, even estate planning and portfolio management services.

But just because your discount broker doesn't offer these services, or you are paying more than $10 a trade, doesn't mean you should necessarily switch.

The key is figuring out which discount broker meets your needs best.

NEXT: Online Brokers Should Meet Your Needs