Embodiments of the present invention provide a method, system and computer program product for an on-line shopping assistant for in-store shopping. In an embodiment of the invention, a method for managing an on-line shopping assistant for in-store shopping is provided. The method includes locating an in-store shopper in a portion of a store by locating a mobile device registered in a database in association with the in-store shopper. The method also includes receiving a request for data through the mobile device pertaining to at least one item in the store and filtering the requested data based upon the location of the in-store shopper in the portion of the store. Finally, the method includes presenting the filtered data in a display of the mobile device.