Cross-merchant promotions

A method comprising:

• based at least in part on first transaction data associated with transactions of a plurality of merchants, identifying, by a payment service, a first merchant and a second merchant of the plurality of merchants as complementary merchants;
• generating, by the payment service, a recommendation for the first merchant and the second merchant to participate in at least one cross-merchant promotion;
• receiving, by the payment service, an indication that the first merchant and the second merchant intend to participate in the at least one cross-merchant promotion;
• receiving, by the payment service, second transaction data associated with a second transaction associated with the first merchant, wherein the second transaction data includes a payment card number of a payment card offered for payment in the second transaction;
• based at least in part on the payment card number, determining to apply the at least one cross-merchant promotion to the second transaction based on a transaction history of a customer associated with the payment card number;
• processing a payment associated with the second transaction, wherein the payment is based at least in part on the at least one cross-merchant promotion;
• and
• apportioning, by the payment service, the payment between the first merchant and the second merchant according to an agreement between the first merchant and the second merchant.

One or more non-transitory computer-readable media storing instructions executable by one or more processors that, when executed by the one or more processors, cause the one or more processors to perform operations comprising:

• based at least in part on first transaction data associated with transactions of a plurality of merchants, identifying, by a payment service, a first merchant and a second merchant of the plurality of merchants as complementary merchants;
• generating, by the payment service, a recommendation for the first merchant and the second merchant to participate in at least one cross-merchant promotion;
• receiving, by the payment service, an indication that the first merchant and the second merchant intend to participate in the at least one cross-merchant promotion;
• receiving, by the payment service, second transaction data associated with a second transaction associated with the first merchant, wherein the second transaction data includes a payment card number of a payment card offered for payment in the second transaction;
• based at least in part on the payment card number, determining to apply the at least one cross-merchant promotion to the second transaction based on a transaction history of a customer associated with the payment card number;
• processing a payment associated with the second transaction, wherein the payment is based at least in part on the at least one cross-merchant promotion;
• and
• apportioning, by the payment service, the payment between the first merchant and the second merchant according to an agreement between the first merchant and the second merchant.