During web browsing, a plurality of web entities associated with browsing activity of a first browsing identity of a first user are received. One or more of the plurality of web entities are selected for sharing. Further, one or more subscriber browsing identities associated with the first browsing identity are selected based on one or more associated trust relationships, and the selected web entities are sent to the selected subscriber browsing identities. The disclosure enhances social interaction and collaborative aspects of web browsing with respect to web browsing activity, enabling users to share browsing activity easily.