A service provider may receive transaction information from a plurality of merchant devices for a plurality of point of sale transactions conducted between buyers and merchants. The service provider can associate the transaction information with respective buyer profiles of a plurality of buyer profiles. In some examples, the service provider may determine a subset of the buyer profiles based on at least a portion of the buyer profiles in the subset including transaction information that is related to a particular one of the merchants. The service provider may further determine at least one characteristic associated with at least some of the buyer profiles in the subset, and may send a recommendation to the particular merchant related to the at least one characteristic. As an example, the recommendation may be for improving or optimizing the business of the particular merchant.