Shopper free form input representing an unstructured shopping request can be received. The free form input can comprises at least two of a free form voice input, a text message, an email, a fax message, a browser input and an image. The free form input can include information related to one or more items, at least one of a shipping address, and payment details. Semantics can be extracted from the shopper free form input relating to at least one item available for sale. At least one item can be automatically added to an electronic shopping cart based upon the extracted semantics. An ability can be provided to a corresponding shopper to automatically purchase the items contained in the electronic shopping cart.