Tools, methods and computer systems for selectively sharing access to personalized user accounts containing account specific consumer information, between one or more different user accounts maintained by an e-commerce merchant. Upon accessing the user's own personalized account, users may request and approve the sharing of account data, with one or more approved user accounts hosted by the e-commerce merchant, wherein the shared account data may include personalized information such as the user's browsing history, order history, saved wish lists, product reviews, name, shipping address, etc. The tools, methods and systems of the disclosure may seamlessly display shared information in a specified section of the merchant's e-commerce website, such as a specific tab, widget or window and allow for users to make purchases on their own account for other users, using the shared account information to influence the decision of making the purchase.