Abstract: Methods, systems and computer readable media for online shopping are described. The method can include receiving an indication of one or more selected stores and generating a typologies shopping list in response to one or more of received data, historical data and user input. User input can be received via a user interface that includes a multi-layer horizontal scrolling element (e.g., a ribbon) that lets a user navigate through the items offered by a store without using drop down menus. The method can also include receiving product selections and generating an optimized shopping basket based on the selected stores, the typologies shopping list and the product selections.