Abstract: A system for facilitating an e-commerce transaction between a purchaser and a seller comprising a product catalog which includes product data, a seller product page which is adapted to display the product data and a negotiation button to the purchaser, a purchaser offer form which is adapted to receive an offer for a product displayed on the seller product page when the purchaser activates the negotiation button, and a purchaser offer processor which is adapted to receive the offer for a product displayed on the seller product page and automatically determine and convey an offer response. The offer response is determined using a pre-determined set of customizable rules. A method comprising installing a custom snippet, providing product data, generating a product catalog, configuring automation rules, receiving an offer from the purchaser, processing the offer, generating an offer response, and conveying the offer response.