INTEGRATION OF SOCIAL NETWORKING AND MERCHANDISING

Described is a technology by which a social networking service is integrated with merchandising data (e.g., a wish list and/or registry) corresponding to a person registered with a merchandising website. The social networking service maintains buddy lists, and social networking service application provides a mechanism to obtain the merchandising data for buddies that are registered with a merchandising website. The buddy list also may be used to provide a notification upon a change to the merchandising data, to facilitate collaboration among buddies in making a joint purchase, and/or to advertise a product or service to one or more entities (e.g., individuals or groups) associated with the buddy list, including the owner of the list. End users can customize who can see what merchandising data regarding themselves. End users can also interact with accessible merchandising data, e.g., click on a buddy's wish list link to buy from a corresponding shopping site.