Abstract: A mobile computer system and method for analyzing a runner's gait and selecting running shoes appropriate for the runner's gait. A mobile computer device with a video camera, user interface, and a processor coupled to a memory is presented to a user. A user records video of a runner's gait. A still frame that shows an anatomical joint in an evaluation position is selected. A simplified model of the anatomical joint is created. One or more shoes from a database of shoe profiles is selected according to the deviation of the simplified model from a physiological normal model. Consumer information regarding one or a plurality of the running shoes is displayed to the user. The user is enabled to purchase one or a plurality of the selected running shoes via e-commerce. Consumer and gait analysis information is shared with other computers via wireless or computer network.