The claimed matter provides systems and/or methods that enable sellers and buyers to take mutual advantage of the relationship of the location of seller outlets to routes that mobile buyers take to other destinations. The system can include devices that identify sellers capable of fulfilling a buyer's product or service requirements, generate value functions for the seller based on bidding functions acquired from the seller and related to the product or service requirements of the buyer, compare the value functions associated with multiple sellers to identify a successful seller, and notify the buyer of the location of the successful seller by modifying a route to a pre-established destination to include directions to the successful seller.