A system and method for generating an electronic catalog booklet for online computer users is disclosed. The system and method in an example embodiment includes providing access to a database of item listings; enabling selection of a plurality of item listings from at least some of the item listings provided in the database; enabling arrangement of the plurality of selected item listings on a plurality of pages in a computer-generated electronic catalog booklet; recording an identifier of the computer-generated electronic catalog booklet; and recording information associating each of the plurality of selected item listings with the identifier of the computer-generated electronic catalog booklet.