Abstract: Systems and methods are disclosed for dynamically providing deep links based on user activity. In one implementation, a processing device determines that an initial deep link is included in publisher digital content to be provided to a user by a publisher. The initial deep link specifies an item. The processing device determine a subset of vendors, from a group of vendors, that provide vendor digital content that enables the user to purchase the item. The group of vendors has a relationship with a deep link provider. The processing device selects one of the subset of vendors based on a history of activity of the user accessing the vendor digital content of the subset of vendors and provides a user-based deep link for the publisher digital content. The user-based deep link directs the user to the vendor digital content of the selected vendor.