A method and system for fulfilling an action

In response to a user input in relation to a media item 207, using the media item to obtain information identifying the fulfilment entity 211, interacting with the fulfilment entity using the obtained information identifying the fulfilment entity 213/215/217 to fulfil the action 219, wherein the media item is from a content distributor entity, the content distributor entity being different to the fulfilment entity. The action may comprise undertaking a financial transaction to purchase a product or service associated with the media item, wherein the fulfilment entity is a merchant entity, where interacting with the merchant comprises performing a payment process via a merchant server. Using the media item may comprise processing metadata associated with the item to obtain the identifying information, wherein the metadata may comprise an identifier for the action and/or fulfilment entity, or it may comprise performing a visual search operation using the media item.