A portable device which assists shoppers. The device identifies items of merchandise, and retrieves information about the items from a remote location. The items can be identified based on their labels, by image recognition, by their location, by the shopper, or by other approaches. This additional or enhanced information about the items can then be overlaid on the real-time display of the portable device, such that the shopper has access to said information and can associate it easily to the relevant items.