Abstract: A system and method for electronically sharing and purchasing memorabilia and merchandise with real-time social networking features are provided. The system allows users to access, via a web-based platform, items of memorabilia and/or merchandise, to exchange and share information relating to such items, and to purchase such items. The system also includes a real-time comment platform which integrates with third-party social networking platforms (e.g., Twitter, Facebook, etc.), and automatically publishes comments from the platform of the system to such third-party systems. Additionally, the system automatically generates comment identifiers (e.g., hashtags, etc.) that are specific to an item of memorabilia/merchandise, and automatically publishes the identifiers to one or more of the third-party social networking platforms. Still further, the system automatically, in real time, gathers comments posted on such external systems and integrates same into comments posted on the system.