Abstract: This invention relates to an electronic commerce software catalog system and a method of use. This electronic catalog system is specifically designed to provide the electronic shoppers with a customer-centric, virtual shopping experience by first facilitating the creation of customer-personas and their catalog-content affinities by a "Sales Representative", secondly facilitating the persona-association based configuration of a "Customer-Actor", by the actual "Shopper". Thirdly, the shopper selects an "on-the-desktop" computer directed "Sales-Advisor", that generates advice on catalog navigation, product applications and product function that is tuned to the proxy customer's configured personality and specific needs.