Embodiments recognize and solve problems as a function of biometric and social network data, wherein processors are configured to determine that an e-commerce site user is currently experiencing a problem in association with a purchase of an item on the e-commerce site as a function of analyzing biometric data acquired from the user in association with the item purchase. The processors are further configured to correlate the first problem associated with the item purchase to an alternative problem that is associated with the item purchase as a function of social network data of the user; and to suggest the alternative problem to the user as another problem experienced by the user in association with the item purchase.