Systems, methods, and program product for facilitating electronic ordering of goods, services, or goods and services, or other products, through messaging over a financial services electronic payment network, are provided. A customer provides electronic order registration activation information for an electronic order transaction card. The customer is provided an electronic order card having a unique electronic payment network compatible electronic order card identifier including a non-financial transaction IIN and a customer number, and is provided a catalogue or list including product order codes each associated with a different product, to enable electronic ordering over the financial services electronic payment network. An electronic order card configured to interface with a conventional point-of-sale terminal can be used to facilitate the electronic ordering over the existing financial services electronic payment network when presented to the point-of-sale terminal with a product order code identifying a selected product.