For electronic commerce, selected items are tracked in a database and are made available for purchase by interactions with a customer. The construction and maintenance of the database may be summarized by three general steps. The first general step in the construction of the electronic commerce site is the establishment of a link between a particular product and a particular program or program episode that features the product. The second general step is creating a database of the records or links that are established from the first general step. The third general step is establishing an interface with the customer, which may be accomplished through the internet. A preferable technique for generating product tracking information uses radio frequency identification (RFID) tags to dynamically track products located in the video frame.