Disclosed is a system and mechanism that virtualizes a physical queue in a retail establishment. Customers using this system have the ability to indicate they would like to pay now (i.e., enter the virtual queue) using a button on their mobile device, and then they continue shopping until the mobile device informs them to proceed to a checkout counter. In addition, the system implements features that address users waiting in the queue. One feature is about transactions within the queue. This means that customers can buy priority using their mobile device, while waiting. Another feature is targeted advertisement and recommendation of products, leading to increased impulsive purchases.