Abstract: An online system enables a customer to complete a purchase based only upon a product offer identifier, e.g., in a promotional campaign or in offers delivered by coupons. Each customer is associated with a customer device, which accesses the online system via a communications network. A database contains customer records, merchant records and product offer records with one or more merchant offers. A product offer identifier is sent from a customer device, and the online system retrieves corresponding merchant offers. A description of the product offer, along with details of the merchant offers is sent back to the customer device. A user of the device selects a merchant offer, and the selection is sent back to the online system. The system is configured to complete a transaction whereby hinds are transferred from a customer account to a selected merchant account, and the merchant is notified of the transaction.