A system and machine-implemented method for providing a user participating in an online shopping environment with a negotiated price for an item, the method comprising receiving a request to negotiate a price of an item being posted to an online shopping environment and offered at a first price, identify purchase context information corresponding to the item in response to receiving the request, wherein the purchase context information include information regarding the item and information regarding the online shopping environment, determining a negotiated price for the online item based on the purchase context information and providing the negotiated price for display to one or more users.