How to access table[firstColumn][currentRow] within ColumnDefinitions?

  const columnDefs = useMemo(() => {
    if (columnData) {
      // Shops vary depending on the query that was performed but are the same across all rows
      // So we take a sample from the first row, to genererate a set of shop columns across all rows
      const { product, ...shops } = columnData[0]

      return [
        {
          accessorKey: "productId",
          header: null,
          footer: null,
          // First column of each row is always a product
          cell: (c) => <ReferenceProductCell productId={c.getValue()} />,
        },
        ...Object.entries(shops).map(([key, value]) => ({
          accessorKey: key,
          header: <ShopHeader country={value.country} id={value.shop} />,
          footer: null,
          cell: ({ getValue, row }) => {
            // Get current cell 
            const cellValue = getValue()

            console.log("Cell Value Row", row)

            return (
              <ShopCell
                shopProducts={cellValue.matches}
                referenceProduct={THIS_SHOULD_BE_THE_PRODUCT_FROM_FIRST_COL_OF_THIS_ROW}
                shopKey={key}
              />
            )
          },
        })),
      ]
    }