Retailers are constantly in search for ways to enhance customer satisfaction so as to differentiate with the competition and increase revenue. This paper describes an in-store commerce server implementation that leverages pervasive computing technologies to redefine the in-store shopping experience. The server evolves the existing point-of-sale systems into a store integration platform complete with reusable in-store solution building blocks. The paper illustrates how customer touch points such as cart-mounted Web pads can be supported to enable location-sensitive, personalized shopping assistance, and incremental self-checkout. New collaborative shopping paradigms can be created by service-oriented process choreography with other sales channels.