Disclosed is an approach for managing a dialog between a user and a merchant as part of a purchase. The method includes receiving a posting of an item through a social networking site, wherein the social networking site receives and transmits posted items from a posting entity to receiving entities. When the posting references a product in a product database, the posting includes a payment process initiation object. Clicking on object transitions the user to a dialog application that engages in a dialog between the user and the merchant. The dialog application includes payment processing capabilities such that the user can complete the purchase via the dialog application.