Shopping optimizer

A method, system, and/or computer program product optimizes shopping for one or more desired items. An identification of a desired item, which is initially available for purchase at a first physical store, is received. An identity of a second shopper, who also wants the desired item and is currently shopping for the desired item, is received. One or more processors then determine a likelihood of the first shopper arriving at the first physical store before the second shopper purchases a last available instance of the desired item in the first physical store. In response to determining that the first shopper will arrive at the first physical store before the last available instance of the desired item has been purchased by the second shopper, the first shopper is provided with an identity of the first physical store.