Patent ID: 7752083

Claim:
A system for providing an electronic transactional environment, comprising: a database configured to store user registration data and product information data relating to a plurality of products; a server configured to transmit towards a set-top box the product information data relating to at least one of the plurality of products in response to a user session initiation request, wherein the set-top box displays on a display device multiple navigable pages using the product information data, the product information data including product information for the at least one of the plurality of products and the product information is displayed on at least one portion of at least one of the multiple navigable pages; and a processor configured to update the product information data on a continuous basis to reflect real-time changes to the product information data, the updated product information data being transmitted by the server to the set-top box as a display update, which updates the product information displayed on at least one of the multiple navigable pages, wherein the processor is further configured to identify the user of the set-top box by comparing the user registration data and data relating to a transaction request executed by the user of at least one of the multiple navigable pages, and to generate customized transaction order data based on the identified user, and wherein the server is further configured to transmit the customized transaction order data to the set-top box of the identified user.