A method of eliminating the need to wait in line to conduct a payment transaction in a retail establishment includes initiating a network-based electronic payment transaction with a communications device in a retail establishment. A shopper initiates the network-based electronic payment transaction. Moreover, the method includes entering a machine readable code from at least one good with the communications device, determining a price of the at least one good and a total payment transaction cost, and displaying the total payment transaction cost on a screen of the communications device. Furthermore, the method includes determining whether to approve payment for the electronic payment transaction, authenticating the shopper, completing the electronic payment transaction in the retail establishment, and transmitting a transaction complete message to the communications device when the shopper is authenticated.