A method for reward-based surrogate shopping may include receiving remote orders from remote shoppers, each including order parameters defining items for purchase and a desired date or time of day of fulfillment of the remote order, receiving assignment requests from surrogate shoppers, each including request parameters identifying a brick-and-mortar store and a desired date or time of day for fulfilling by the surrogate shopper of one or more remote orders, comparing the received remote orders with the received assignment requests and pairing together ones in which at least one order parameter matches at least one request parameter, and for each matched pair, receiving a completion indicator identifying fulfillment by the surrogate shopper of the remote order paired therewith, and providing a reward to the surrogate shopper for completion of surrogate shopping at the identified store for the paired remote order.