1. A method comprising steps of: locating a collaborator based on an automatic determination of likely coincidence of interests, the step of locating comprising: forming an estimate of a shopping interest of a shopper; estimating a consulting interest of at least one consultant; finding at least one common element between the shopping interest of the shopper and the consulting interest of said at least one consultant, said at least one common element forming a coincidence of interest; and selecting a collaborator from said at least one consultant based on at least one selection criterion.