1. A computer program product, comprising a non-transitory computer readable storage medium having a computer readable program code embodied therein, the computer readable program code adapted to be executed to implement a method, the method comprising: providing a platform of a multi-tenant on-demand database system having hardware and software that is shared by multiple tenants of the multi-tenant on-demand database system; providing, by the multi-tenant on-demand database system, multiple portals to ecommerce processes of the multi-tenant on-demand database system, wherein each portal is a web interface that is specific to a different tenant of the multi-tenant on-demand database system by being customized for the tenant such that the portal appears as a site of the tenant; registering a user associated with one of the tenants with the multi-tenant on-demand database system, wherein the registering is performed via the portal specific to the tenant such that the user appears to registering with a service provided by the tenant; creating a user object associated with the user, in response to the registration, wherein the user object stores login information for use in authorizing a login to the multi-tenant on-demand database system via the portal by the user; storing the user object associated with the user; allowing the user to participate in ecommerce processes of the multi-tenant on-demand database system, via the portal, including allowing the user to access data objects of the multi-tenant on-demand database system by: determining that the user owns a data object of the multi-tenant on-demand database system, automatically referencing the user object with the data object determined to be owned by the user, wherein the user object is referenced with the data object by storing a unique identifier of the user object in the data object, and providing the user access to the data object of the multi-tenant on-demand database system, based on the reference, including allowing the user to access the data object as a result of the referencing of the user object with the data object.