A system and method for an electronic transactional environment including a database, a server and a processor and a number of set-top boxes in communication with the server. The database stores user registration data and product information data relating to a plurality of products and the server broadcasts the product information data to the set top boxes. The server is further provided to transmit to the set top boxes updated product information data that replaces at least part of the previously transmitted product information data. Furthermore, the processor compares data relating to a transaction request from a user of one of the set top boxes with user registration data in order to identify the specific user. Based on the identified user, the processor generates customized transaction data for the specific user and the server transmits the customized transaction data and additional updated product information data to the set top box corresponding to the identified user.