A purchase transaction is performed between a client browser and a merchant server over a general access wide area connected network. The transaction appears to the client as singularly identifying a purchasable product or service and singularly confirming the purchase. A persistent predetermined coded identifier is established on the client browser corresponding to an account record stored by the merchant server. A predetermined URL referencing a purchasable product or service is served to the client browser. The predetermined URL includes an implicit reference to the persistent predetermined coded identifier. The predetermined URL is received by the merchant server, including the predetermined coded identifier, in response to a client browser selection. The merchant server validates the predetermined coded identifier against the account record and records an identifier of the purchasable product or service as derived from the predetermined URL by the merchant server.