An interactive shopping system, apparatus and methods are provided for use at a brick-and-mortar merchant location. The interactive shopping system includes a basket for holding items selected by a shopper, and a unique identifier for the basket. An input device is associated with said basket to obtain information regarding specific items as they are placed in the basket. A point of sale system is associated with the input device to collect information obtained from the input device, associate that information with the unique identifier for the basket, and complete a purchase transaction for all items located in the basket at checkout.