Abstract: The computer implemented shopping system provides a hypermedia presentation on a user's computing device, e.g., a game console, that has a plurality of objects representing a merchant's items for sale. The system includes a shopper profile stored in a database. The shopper profile represents shopper pertinent information by measuring attributes of personality and demography. A target profile is stored in a database that denotes potential desirability of a given shopping object to a shopper. A hypermedia store may present interactive challenges to a shopper to evoke information about the shopper to build the shopper profile. The hypermedia store presents shopping objects available for purchase that are selected based on the target profile and the shopper profile. The hypermedia store also may complete a transaction in which the user may purchase real-world products or services presented on the user's computing device during the hypermedia presentation.