1. A method comprising: associating a plurality of users with a collaborative shopping session, the collaborative shopping session including a common interface displayed at respective computer systems of the plurality of users, the common interface including at least one indication based on a received indication request, the indication comprising a marking, notation, or selection displayed to each user of the plurality of users; designating a primary account as being ultimately responsible for providing value in exchange for an item purchased with an order request during the collaborative shopping session, the primary account associated with at least one of the plurality of users; receiving the order request for the item; and processing the order request for the item against the account.