this invention relates to an electronic commerce software catalog system and a method of use . this electronic catalog system is specifically designed to provide the electronic shoppers with a customer - centric , virtual shopping experience by first facilitating the creation of customer - personas and their catalog - content affinities by a &# 34 ; sales representative &# 34 ;, secondly facilitating the persona - association based configuration of a &# 34 ; customer - actor &# 34 ;, by the actual &# 34 ; shopper &# 34 ;. thirdly , the shopper selects an &# 34 ; on - the - desktop &# 34 ; computer directed &# 34 ; sales - advisor &# 34 ;, that generates advice on catalog navigation , product applications and product function that is tuned to the proxy customer &# 39 ; s configured personality and specific needs .