13. The system of claim 11 , wherein the plurality of available user interests include interests associated with items tagged by the alter ego.
11. A system, comprising: at least one processor; and memory including instructions that, when executed by the at least one processor, cause the system to perform operations comprising: determining a location of a first user; presenting a first user interface for selecting a criterion to localize search results; responsive to receiving a selection of alter egos of the first user as the criterion, presenting a second user interface for selecting an alter ego from a plurality of available alter egos to determine search results relevant to the alter ego when the alter ego is located at the location of the first user, wherein one or more of the plurality of available alter egos are associated with a second user that is different from the first user; responsive to receiving a selection of the second user as the alter ego, presenting a third user interface for selecting a user interest from a plurality of available user interests to determine search results relevant to the user interest; responsive to receiving a selection of a first user interest as the user interest, generating and transmitting a search query based on the location of the first user, the alter ego, and the first user interest; and in response to receiving first search results relevant to the search query, presenting a fourth user interface for interacting with the first search results.