1. A computer-implemented method comprising: receiving, at a server via a network and from an electronic device of a customer of a merchant, an image of a bar code associated with an item offered by the merchant at a physical location of the merchant, the image of the bar code having been captured by a camera of the electronic device of the customer while the electronic device of the customer was located at the physical location of the merchant; determining, based at least in part on an analysis of the image of the bar code, an identification of the item; receiving, at the server via the network and from the electronic device of the customer, an image of a price tag associated with the item, the image of the price tag having been captured by the camera of the electronic device of the customer while the electronic device of the customer was located at the physical location of the merchant; determining, based at least in part on an analysis of the image of the price tag, a price of the item; analyzing, by executing instructions at the server, the price of the item by comparing the price of the item to an average price of the item offered by other merchants on an electronic marketplace; determining, based at least in part on the analyzing, that the price of the item is less than the average price of the item offered by the other merchants; determining, by executing the instructions at the server and based at least in part on the price of the item being less than the average price of the item offered by the other merchants, to recruit the merchant to offer the item for consumption on the electronic marketplace that offers items for consumption from various other merchants; creating, by executing the instructions at the server, an invitation for the merchant to invite the merchant to join the electronic marketplace to offer the item for consumption based at least in part on the determining to recruit the merchant; and transmitting, by the server via the network, the invitation to the merchant using contact information of the merchant.