One or more embodiments of the disclosure provide systems and methods for improving a user experience for performing transactions between potential buyers and sellers online via real-time communications. For example, a social marketplace system enables a potential buyer to initiate a real-time communication with a seller without the potential buyer having to provide contextual information regarding the item to the seller. In one or more embodiments, the social marketplace system provides a banner, in connection with the real-time communication, populated with structured data associated with the item that the potential buyer and the seller are discussing.