BACKGROUND

The present disclosure generally relates to a website tracking system, and more particularly to a system that tracks user activity across a plurality of merchant websites.

More and more individuals rely on electronic networks, such as the Internet, for a variety of services including purchasing products (e.g., from merchants and/or individuals), to exchange electronic mail, to conduct audio and/or video conferencing, to participate in online chats, to browse the World Wide Web, to play games, for electronic banking, and for electronic file storage and access, among others. Considering the case of purchasing products, it has become common practice for a merchant to offer their products or services by way of a merchant website. In various examples, merchant websites may be operated by individuals, by department stores, by online marketplace platforms, such as eBay™ Inc., of San Jose, Calif., Amazon.com™ Inc. of Seattle, Wash., and Alibaba Group Holding Limited, which operates Alibaba.com™, of Hangzhou, Zhejiang, China, as well as by other types of electronic commerce (e-commerce) platforms.

As a user browses through a particular merchant website, the user may view items, add items to their shopping cart, add items to a wish list, search for items, or otherwise express interest in an item so that the user may return to the merchant website at a future time to purchase the item. In addition, a user may routinely browse many merchant websites and may perform similar actions (e.g., view items, add items to their shopping cart or wish list, etc.) at each individual merchant website. Thus, the user may have items saved (e.g., in shopping carts, wish lists, etc.) separately for each of the plurality of merchant websites they have visited, and the user shopping experience is thus quite fragmented. Moreover, items that are discounted or items for which a particular merchant is offering a deal may only be advertised at the particular merchant website, further fragmenting the user shopping experience. Such a fragmented and inconvenient user shopping experience is undesirable for both merchants and users alike.

Thus, there is a need for a website tracking system that tracks user activity across a plurality of merchant websites.

