12. A computer readable media embodied in a physical storage device having stored thereon computer executable instructions for providing on-line services customized for a target customer of a wholesaler, the instructions performing steps comprising: receiving information indicative of a business type detail for the target customer of the wholesaler, wherein the information is identified from company name information of the target customer; receiving information indicative of a business type detail of multiple customers that are determined to be of the same or similar business type of the target customer using the company name information; identifying from prior purchasing histories of the multiple customers, products purchased from the wholesaler by the multiple customers; and emphasizing within results of an on-line search performed by the target customer of the wholesaler, products meeting a search criteria provided by the target customer of the wholesaler and identified from prior purchasing histories of the multiple customers determined to be of the same or similar business type.
12. A computer readable media embodied in a physical storage device having stored thereon computer executable instructions for providing on-line services customized for a target customer of a wholesaler, the instructions performing steps comprising: receiving information indicative of a business type detail for the target customer of the wholesaler, wherein the information is identified from company name information of the target customer; receiving information indicative of a business type detail of multiple customers that are determined to be of the same or similar business type of the target customer using the company name information; identifying from prior purchasing histories of the multiple customers, products purchased from the wholesaler by the multiple customers; and emphasizing within results of an on-line search performed by the target customer of the wholesaler, products meeting a search criteria provided by the target customer of the wholesaler and identified from prior purchasing histories of the multiple customers determined to be of the same or similar business type. 17. The computer readable media as recited in claim 12 , wherein the products are emphasized within the search results by filtering from the search results any products which meet the search criteria but which fail to be included within the products identified as purchased from the wholesaler by customers of the business type indicated by the received information.