Abstract: The invention relates to the gathering of information from multiple sources: customer, retailer, and third parties with information affecting commerce. The invention further establishes communication that allows the offering to each customer an instantaneous dynamic price (IDP), reflecting constantly changing conditions in the market and the customer's profile and the retailer's business imperatives and allowing the customer to place bids in lieu or in addition to purchase at the IDP. This increases profit and/or transaction rate and makes the price equitable. The invention allows the processing of data that provides advisory content for retailer. Moreover, the invention creates a partner for the retailer, a partner that drives commerce by offering advice based on accumulated data and offers its own rewards to customers that use the equitable pricing system.