A buying community is established by discerning customers having the same or similar business types. The business type of a customer may be discerned from a keyword within a corporate, business, or other entity name that is associated with the customer or from purchasing interests commonly shared by customers. Once a buying community is established, behaviors of customers within that buying community are discerned. These behaviors may include product purchasing behaviors, on-line navigation behaviors, on-line searching behaviors, etc. The discerned behaviors of the customers within the buying community may then be used to provide catalogs customized for those members and/or on-line services customized for those members.