Systems and methods for dynamic creation of virtual-cart enabled purchasing in an in-store environment and automated product recommendation are disclosed herein. Virtual cart enabled purchasing can include receiving a user identifier and creating a mirror-cart linked with the received user identifier. An entry in the mirror-cart can be generated corresponding to a physical item selected for purchase by the user, and an invoice including pricing information for to items in the virtual-cart can be generated. A request for the invoice can be received, and the invoice can be transferred to the point of sale terminal. A payment confirmation can be received indicating completion of transacting of payment for the items in the virtual-cart and tracked in the invoice.