A new technology in the U.S. allows mobile phone users to buy products instantly using text messages, a process that eliminates the need to go to a store or even visit a Web site, reports The New York Times. For instance, a woman seeing an ad for a pocketbook in a magazine can order it on the spot simply by sending the text code found beside the item through her cellphone.

At the center of the technology is ShopText, a small company in New York that takes the orders, charges the consumer's credit card and ships out the merchandise. To use the system, a consumer must first place a phone call to ShopText to set up an account, specifying a shipping address and card account. After that, all purchases can be made by thumb.

Consumers can already use text messages to buy some products. Ads for the new CD by singer Tim McGraw carry a texting code, as do magazine writeups for the new Harry Potter novel coming this summer. Some concert halls are selling tickets by text message, and some charities are taking donations that way.

ShopText was started in 2005 within Anomaly, an ad agency in New York, and worked at first with the PayPal unit of eBay to build text-message shopping tools. In November, ShopText was spun off as its own company, and since then it has been busy trying to persuade media outlets and marketers that mobile phone shopping, or m-commerce, stands to become as lucrative as e-commerce.