Provided is a sales system, comprising a sales terminal and a user terminal. The user terminal further comprises a user-side storage unit which pre-stores desired merchandise identification information, and a user-side communication unit which, when the user terminal has entered a communication area wherein communication with the sales terminal is possible, transmits via near-field communication to the sales terminal the desired merchandise identification information which has been pre-stored in the user-side storage unit. The sales terminal further comprises a sales-side storage unit which stores merchandise identification information, which identifies each of a plurality of pieces of merchandise, in association with merchandise location information which indicates the location on a display shelf of each of the plurality of pieces of merchandise, and a sales-side control unit which, on the basis of the desired merchandise identification information, extracts from the sales-side storage unit desired merchandi
