As a consequence of highly dynamic online markets and a strong competition one of the most important issues for online retailers is to strengthen customer loyalty and satisfaction. To achieve this goal, online shops implement new features which enable an intensive integration of all target groups. In addition the whole web is changing form a passive information spot to an interactive place where users can communicate and create their own content, summarized by the term “social web”. Blogs, social networks or user generated media platforms demonstrate the broad range of such social sites. According to these phenomenons, classic e-shops are changing more and more to functional-rich communities with a strong consumer focus. This paper illustrates a model of a consumer centric community (CCC) which allows customers to collaborate within a social commerce environment. The developed model could be taken as basis for an adaption of existing e-stores or completely new shopping concepts. Especially for online vendors and owners of shopping communities the presented model will be relevant to target the demands of the “consumer 2.0”, an active customer who wants to collaborate in a community-like shopping environment.