Interactions between an item and an online shopper may be used to determine interest in an item or a category of items. Once interest has been determined, the online shopper may be presented with an option to initiate communication with other users. This communication may be between a plurality of users including shoppers, owners, experts, item representatives, and so forth. Communication may include text chat, video chat, audio chat, telephone, and so forth. Rewards may be provided to some or all users to encourage communication.