Described herein are embodiments for identifying and grouping users of a system based on common interests and/or purchasing goals. In embodiments, one or more items of interest of a user are determined based on user input. A group is formed based on the on the one or more items of interest to the first user. At least a second user is identified based in part on at least one predetermined criterion and based in part on the second user having at least one or more items of interest corresponding to the one or more items of interest of the first user and the one or more items upon which the group was formed. Once the group is formed, the second user is automatically notified of the formation of the group. A third user is identified based on at least a second one of a predetermined criterion and the third user is given access to the group.