A method for facilitating sales of goods of independent sellers. The method involves receiving a standard identification code, such as a UPC or ISBN code, of readily identifiable goods. The standard identification code is transmitted by a seller to a third-party marketeer who adds the good to its virtual inventory of goods for sale. The marketeer then presents the independent sellers' goods for sale to buyers shopping in the marketeer's marketplace. The marketeer need not take actual possession of the goods, yet the marketeer may properly present the goods for sale because the characteristics of the good identified by the standard identification code are known. The marketeer may set a price for the goods, e.g. as a function of a competing vendor's price for a comparable good having the same standard identification code.