Embodiments of the present provide a method, system and computer program product for collaborative co-shopping in e-commerce. In an embodiment of the invention, a method for collaborative co-shopping in e-commerce includes registering different shoppers in a database for collaborative co-shopping and selecting an item for sale in an e-commerce Web site on behalf of an online shopper. The method also includes determining from the database a location of the item in a brick and mortar store and detecting one of the registered different shoppers in proximity to the item in the brick and mortar store. The method yet further includes establishing a collaborative communicative session through the Web site over a network between the online shopper and the detected one of the registered different shoppers. Finally, the method includes transmitting messages regarding the item between the online shopper and the detected one of the registered different shoppers over the session.