A method and apparatus for enabling dynamic product and vendor identification and the display of relevant purchase information are described herein. According to embodiments of the invention, a recognition process is executed on sensor data captured via a mobile computing device to identify one or more items, and to identify at least one product associated with the one or more items. Product and vendor information for the at least one product is retrieved and displayed via the mobile computing device. In the event a user gesture is detected in response to displaying the product and vendor information data, processing logic may submit a purchase order for the product (e.g., for an online vendor) or contact the vendor (e.g., for an in-store vendor).