Method and apparatus for facilitating electronic commerce through providing cross-benefits during a transaction

An apparatus comprising:

• a processor;
• and
• a data storage device in communication with the processor, the data storage device storing instructions configured to direct the processor to perform a method, the method comprising:
• transmitting to a customer an indication of at least one item;
• transmitting to the customer an indication of a first cost to the customer for the at least one item;
• receiving an indication that the customer is ready to purchase the at least one item from a first merchant;
• determining, in response to the received indication and before the at least one item is purchased by the customer, a second cost to the customer for the at least one item based on a reduction amount, the second cost being less than the first cost;
• transmitting, in response to the received indication and before the at least one item is purchased by the customer, an offer of a second merchant to reduce the first cost to the second cost in exchange for the customer agreeing to sign up for a service with the second merchant, the offer including an indication of the second cost and the reduction amount;
• receiving an indication that the customer accepts the offer of the second merchant and agrees to participate in an additional transaction sign up for a service with the second merchant;
• selling the at least one item to the customer;
• determining that the customer did not sign up for a service with the second merchant as the customer agreed to;
• and
• in response to determining that the customer did not sign up for a service with the second merchant as the customer agreed to, assessing by the web server a penalty against the customer.

A method, comprising:

• receiving, by a merchant server, an indication of at least one item that a customer is to purchase from a merchant via a web site, the at least one item having an associated cost for the at least one item,
• in response to receiving the indication,
• transmitting, by the merchant server, a web page including
• an indication of the at least one item to be purchased,
• an indication of the associated total cost for the at least one item,
• a first selectable button associated with a first option for the customer to pay the associated total cost for the at least one item, and
• a second selectable button associated with a second option for the customer to receive an offer for a benefit to reduce the associated total cost;
• receiving, by the merchant server, a signal indicating selection by the customer of the second option;
• in response to the received signal and before the at least one item is purchased by the customer,
• transmitting an offer for a benefit to reduce the associated total cost of the at least one item in exchange for applying for a service account with a service provider, in which the service provider is not the merchant;
• after receiving the signal and before the at least one item is purchased by the customer, receiving by the merchant server from the customer, an indication of willingness to apply for a service account with a service provider;
• after receiving the signal, selling the at least one item to the customer;
• determining, by the merchant server, that the customer did not apply for a service account with the service provider;
• and
• in response to determining that the customer did not apply for a service account with the service provider, assessing a penalty against the customer.