This paper describes an Electronic Butler (or e-Butler) that provides a customer-centric personalized
shopping services to its subscribers across a wide range of products. This service is provided by
identifying individual customer's shopping needs from the comprehensive purchasing history of that
person and providing purchasing recommendations or direct purchasing decisions for the customer. e-
Butler service consists of two components -- the Personal Shopping Assistant (PSA) service that provides
purchasing recommendations to the customer and the Magic Wand (MW) service that directly makes
purchases it believes the customer needs without any prior consultations with the customer. In order to
understand how PSA and MW services of e-Butler are related to the existing one-to-one marketing and
recommender systems, a general framework classifying various personalized shopping services is
presented that clearly delineates PSA and MW services from these existing systems. Moreover, the paper
presents an architecture of the e-Butler service, explains what its business value is, discusses its
feasibility, and describes what needs to be done to make it a successful service.Information Systems Working Papers Serie