A commerce system involves transactions between manufacturers, distributors, retailers, and consumers. Product information for a plurality of products is collected and stored in a database. A website is provided for a consumer to create a shopping list with weighted product attributes. A baseline product value is determined for each of the products. A consumer weighted product value is determined based on the baseline product value and the weighted product attributes. A discounted offer is generated for the consumer. A product score is determined based on the consumer weighted product value and retailer product value. The shopping list is optimized based on the product score. The optimized shopping list is provided to the consumer to assist with purchasing decisions. Purchasing decisions within the commerce system are controlled by enabling the consumer to select the products for purchase based on the optimized shopping list.