An online personal merchandise cataloguing system is equipped with integrated item tracking and hosted (or imported) social network functionality. The system comprises an internet application with a supporting backend network, the pertinent configuration and operation of both being substantially under the control of an individual retailer. Accessible through an internet browser or a smartphone “app”, the internet application is configured to provide a user with means for listing or otherwise cataloguing items of merchandise. In combination with and supported by the retailer's backend computer network, the internet application enables the user to share his online catalog with an extrinsic social network and to track cataloged items.