Abstract: A system for linking a shopper's online electronic shopping cart with the shopper's in-store electronic shopping cart is provided. The system includes an online website of a merchant for the purchase of goods by one or more shoppers. Each shopper is provided with an online electronic shopping cart accessible through the website and an in-store electronic shopping cart accessible at a local retail location. The online and in-store electronic shopping carts are linked by placing one or more items contained in the online shopping cart in the in-store shopping cart and vice versa. Related apparatus, methods, techniques and articles are also described.