A computer implemented method, apparatus, and computer usable program code are provided for real time pricing of items by a customer located in a store. A customer sends a request to price an item using a mobile device to a Web service server. The Web service server identifies the customer's location and queries a set of information sources for prices from several vendors within a selected distance of the customer's location. The Web service server may include price information for items comparable to the item requested by the customer. The Web service server applies competitive rules defined by a vendor to determine pricing for the item from that vendor. The Web service server may also create special price quotes based on the verified location and identity of the customer. The Web service server sends the result to the customer and enables a real time purchase from the result displayed on the mobile device.