1. A shopping apparatus comprising means for enabling establishment of collab means for automatically determining a shopping interest of the shopper; means for automatically determining a likelihood that a specific consultant can and will provide relevant information; means for ranking each of said at least one consultant based on the likelihood of receiving advice helpful to said shopper from that consultant; means for the shopper selecting at least one consultant from said at least one consultant; and means for establishing communication between the shopper and said at least one consultant for soliciting and obtaining said advice.