An approach is provided for marketing a product in real time. A presence of a social contact in a physical store is determined. The contact is connected to a shopper by a social networking service. Based on contextual information about a shopper, it is determined that the shopper intends to purchase the product. A promotion of the product is sent to the shopper. The promotion specifies an online purchase of the product and a selection of a delivery option by which the contact picks up the purchased product at the store. An indication of the online purchase and the selection of the delivery option are received. The contact is notified to pick up the purchased product at the store on behalf of the shopper. A verification that the contact picked up the product is received. The shopper avoids paying a shipping fee and avoids visiting the store.