Abstract: Techniques for single-action transactions initiated by a mobile device are described. Example embodiments provide a mobile marketplace system (“MMS”) configured to provide a marketplace for items that is accessible via mobile devices. The MMS facilitates single-action transactions (e.g., single click, single selection) for electronic goods, such as ringtones, music, videos, or the like. In some embodiments, single-action transactions are facilitated without requiring one or more of account pre-registration (e.g., setup of an account with username, credit card, or the like), account login (e.g., username/password), a separate credit card account, or a shopping cart.