Selling across multiple channels is central to most business strategies. When selling in a customer not present market (online or via the phone/mail order) all touch points with the customer need to be understood so that every opportunity to up sell or cross sell is taken. There is always the potential to fill an online shopping basket with additional goods and services – either from your own inventory or that of third parties.

For example a PC provider can sell many additional peripherals, digital cameras etc. A very critical and growing source of revenue for airlines is that of ancillary revenue such as travel insurance, hotel accommodation, car hire etc.