Disclosed are methods, apparatus and systems for providing an intelligent shopping cart service that operates to alert a consumer when a product or service is not aligned with the consumer's preferences, criteria or requirements before a purchase transaction is consummated. In some embodiments, a consumer device includes a processor that stores intelligent shopping cart software in a memory, and that uses the intelligent shopping cart software to detect product or service identification data when a consumer adds a product or service to a shopping cart. The processor then determines, based on the product or service identification data, that the product or service is a mismatch when compared to predetermined consumer preferences, criteria or requirements. An alert indication is then provided to the consumer via an output component before a purchase transaction is consummated.