Abstract: Techniques for implementing a computer-implemented, multi-party merchandizing service. This service engenders a buying experience that parallels the best aspects of an “in-store” buying experience, but engenders other aspects which can be advantageously provided by a computer system, such as the shopper being able to prepare a list of multiple third parties for whom the shopper desires to purchase selected items. In effect, this list “tags along” with the shopper as the shopper completes an automated search for items to purchase. Then, the shopper can associate a selected item located during the search with individual names on the list, and then initiate an order-fulfillment activity to complete the shopping experience.