Yahoo! calls it the Shoposphere. The new enhancements to Yahoo! Shopping are right in line with Yahoo!'s recent love affair with, and expert weaving of, tagging, listing, sharing, and RSS'ing. Users can now add products to public and private lists and contribute shareable reviews. It's like My Web 2.0 for shopping. The Yahoo! search blog evokes the long tail in describing this thing, which is potentially real: a popular list can bring to the surface products that would otherwise be buried.

A newly designed product page (what you see when you click on a product from the search result list) consolidates the new features. there, you can see user reviews and even click to the reviewer's Yahoo! 360 page. However, unless I'm misinterpreting this, the product page does not cross-reference lists containing that product, which would be the essential social shopping feature. Just as the best online music services link from a song to all user playlists containing that song, so should Yahoo! Shopping interface each list with every product page represented on that list. Doing so would really bring out the long tail possibilities.