Transaction items for a transaction are received during a transaction. Any non-barcoded items are identified and processed within a retailer-specific vector space to identify a most-similar barcoded item offered by a corresponding retailer to the non-barcoded item. The transaction items are revised to include the most-similar barcoded item as a replacement for the non-barcoded item. The revised transaction item list is used to identify a recommended item based on a segment-specific vector space associated with a segment assigned to the transaction. The recommended item is provided in real time to a transaction service that processes the transaction for delivery to a customer associated with the transaction.