Facilitating the solicitation of expert advice from trusted reviewers using a system that maintains a registry of product reviewers with areas of expertise. The system can identify reviewers that have an area of expertise relating to a consumer's purchase advice request (PAR) and are directly or indirectly connected to the consumer's social network. The system can calculate the trust level of the reviewers based on the relevance of each reviewer's area of expertise to the PAR and the degree of social separation between each reviewer and the consumer. The system provides the consumer with a ranked list of reviewers to answer the PAR and can forward the PAR to the reviewer selected by the consumer. In addition, the system can also complete the purchase of product/service recommended by the reviewer pursuant to the PAR on behalf of the consumer.