diff --git a/app/controllers/shop_controller.rb b/app/controllers/shop_controller.rb
index b3e338e645..2c1b4cd6d5 100644
--- a/app/controllers/shop_controller.rb
+++ b/app/controllers/shop_controller.rb
@@ -8,10 +8,16 @@ class ShopController < BaseController
   end
   
   def products
-    unless @products = current_order_cycle.andand
+    # Can we make this query less slow?
+    #
+    if @products = current_order_cycle.andand
       .valid_products_distributed_by(current_distributor).andand
       .select { |p| !p.deleted? && p.has_stock_for_distribution?(current_order_cycle, current_distributor) }.andand
       .sort_by {|p| p.name }
+      render status: 200,
+        json: ActiveModel::ArraySerializer.new(@products, each_serializer: Api::ProductSerializer, 
+        current_order_cycle: current_order_cycle, current_distributor: current_distributor).to_json 
+    else
       render json: "", status: 404
     end
   end
diff --git a/app/serializers/api/master_variant_serializer.rb b/app/serializers/api/master_variant_serializer.rb
new file mode 100644
index 0000000000..8012e8f055
--- /dev/null
+++ b/app/serializers/api/master_variant_serializer.rb
@@ -0,0 +1,4 @@
+class Api::MasterVariantSerializer < ActiveModel::Serializer
+  attributes :id, :is_master, :count_on_hand, :name_to_display, :unit_to_display, :count_on_hand, :on_demand
+  has_many :images, serializer: Api::TaxonImageSerializer
+end
diff --git a/app/serializers/api/product_serializer.rb b/app/serializers/api/product_serializer.rb
new file mode 100644
index 0000000000..08aba2b6ba
--- /dev/null
+++ b/app/serializers/api/product_serializer.rb
@@ -0,0 +1,41 @@
+class Api::ProductSerializer < ActiveModel::Serializer
+  # TODO
+  # Prices can't be cached? How?
+  def serializable_hash
+    cached_serializer_hash.merge uncached_serializer_hash
+  end
+
+  private
+  
+  def cached_serializer_hash
+    Api::CachedProductSerializer.new(object, @options).serializable_hash
+  end
+
+  def uncached_serializer_hash
+    Api::UncachedProductSerializer.new(object, @options).serializable_hash
+  end
+end
+
+class Api::UncachedProductSerializer < ActiveModel::Serializer
+  attributes :price
+
+  def price
+    object.master.price_with_fees(options[:current_distributor], options[:current_order_cycle])
+  end
+end
+
+class Api::CachedProductSerializer < ActiveModel::Serializer
+  cached
+  delegate :cache_key, to: :object
+
+  attributes :id, :name, :permalink, :count_on_hand, :on_demand, :group_buy,
+    :notes, :description
+
+  has_many :variants, serializer: Api::VariantSerializer
+  has_many :taxons, serializer: Api::IdSerializer
+  has_many :properties, serializer: Api::PropertySerializer
+
+  has_one :supplier, serializer: Api::IdSerializer
+  has_one :primary_taxon, serializer: Api::TaxonSerializer
+  has_one :master, serializer: Api::MasterVariantSerializer
+end
diff --git a/app/serializers/api/property_serializer.rb b/app/serializers/api/property_serializer.rb
new file mode 100644
index 0000000000..ce04480d30
--- /dev/null
+++ b/app/serializers/api/property_serializer.rb
@@ -0,0 +1,3 @@
+class Api::PropertySerializer < ActiveModel::Serializer
+
+end
diff --git a/app/serializers/api/taxon_image_serializer.rb b/app/serializers/api/taxon_image_serializer.rb
new file mode 100644
index 0000000000..bc920637cd
--- /dev/null
+++ b/app/serializers/api/taxon_image_serializer.rb
@@ -0,0 +1,11 @@
+class Api::TaxonImageSerializer < ActiveModel::Serializer
+  attributes :id, :alt, :small_url, :large_url
+
+  def small_url
+    object.attachment.url(:small, false)
+  end
+
+  def large_url
+    object.attachment.url(:large, false)
+  end
+end
diff --git a/app/serializers/api/variant_serializer.rb b/app/serializers/api/variant_serializer.rb
index ff7c3a8907..df186a05c4 100644
--- a/app/serializers/api/variant_serializer.rb
+++ b/app/serializers/api/variant_serializer.rb
@@ -1,7 +1,8 @@
 class Api::VariantSerializer < ActiveModel::Serializer
   attributes :id, :is_master, :count_on_hand, :name_to_display, :on_demand,
     :price
-
+  attributes :id, :is_master, :count_on_hand, :name_to_display, :unit_to_display, :on_demand
+  attributes :price
   has_many :images, serializer: Api::ImageSerializer
 
   def price
diff --git a/spec/controllers/shop_controller_spec.rb b/spec/controllers/shop_controller_spec.rb
index f0857f54bc..fc68f86e4d 100644
--- a/spec/controllers/shop_controller_spec.rb
+++ b/spec/controllers/shop_controller_spec.rb
@@ -142,11 +142,10 @@ describe ShopController do
         end
 
         it "includes the primary taxon" do
-          taxon = mock_model(Spree::Taxon, name: "fruitbat") 
+          taxon = create(:taxon)
           Spree::Product.any_instance.stub(:primary_taxon).and_return taxon
-          taxon.stub_chain(:icon, :url).and_return ""
           xhr :get, :products
-          response.body.should have_content "fruitbat"
+          response.body.should have_content taxon.name
         end
       end
     end