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Social product related content, such as user reviews, comments, and catalogs, are presented to a user via an e-commerce website by assembling, in response to the user requesting accesses to a webpage of the e-commerce website having information for a product, such as a product detail page, a set of documents that have been cross-referenced to the product and by extracting from the set of documents a subset of documents that have been cross-referenced to individuals within a related persons map of the user. The requested webpage is then presented to the user in a manner that additionally provides the user with access to the subset of documents.