1. A customer selection determination system, comprising; a non-transitory memory storing instructions; and one or more hardware processors configured to execute the instructions to cause the system to perform operations including: accessing product location information indicating a plurality of product locations within a physical merchant location and respective products associated with each of the plurality of product locations; receiving customer location information and customer orientation information from at least one beacon device of a plurality of beacon devices that are located in the physical merchant location, wherein the customer location information and the customer orientation information are collected by the at least one beacon device from at least one customer device that is associated with a customer; selecting a first location of a plurality of locations based on the customer location information, the physical merchant location comprising the plurality of locations, the first location indicating a physical location of the customer at the physical merchant location; capturing customer selection indication data that is based, at least in part, on the customer orientation information received from the at least one beacon device; determining that the customer selection indication data indicates that the customer is extending an arm and providing a directional indication with a hand on the arm without physically contacting a product or a product indicator that is located in the physical merchant location; determining a product location of the plurality of product locations that the customer is selecting, said determining the product location based on a relationship between the first location, a customer physical measurement, and the customer selection indication data; determining that the product location is associated with the product indicator that indicates one or more products at the physical merchant location; and determining in response to a determination that the product location is associated with the product indicator, a product of the one or more products that is indicated by the product indicator.