The disclosed embodiments provide systems and methods for purchasing items using an e-commerce shopping assistant. In one embodiment, the system includes a processor to perform operations for receiving an electronic message comprising a web address from a user's mobile device via SMS, accessing a web page using the web address, identifying an item for purchase based on the content of the web page, retrieving the user's account information based on an identifier of the mobile device, wherein the account information comprises user preferences and user profile information, identifying merchants from which to purchase the identified item, selecting a merchant from the identified merchants based on the user preferences, configuring the purchase transaction based on the user preferences and the user profile information, and completing the purchase transaction at a merchant system of the selected merchant.