A system and method for a website building system (WBS) hosting multiple websites, and a message system to generate at least one actionable widget card (AWC), where the AWC has elements comprising at least content, fields and attributes and implements at least e-commerce related operations for a product, the message system includes a card creator to create at least one AWC according to a trigger from a website associated with the product, stored pre-defined rules concerning card definitions or pre-defined widget card parameters and a card transformer to transform at least one of: content, fields and attributes of the at least one AWC according to transformation rules to create at least one new AWC, where a transformation is according to at least one of: a user request, related elements and product similarity.