DETERMINING COMPLEMENTARY PRODUCT CONTENT FROM PRIMARY PRODUCT DOCUMENT INFORMATION AND PROVIDING SUCH COMPLEMENTARY PRODUCT CONTENT IN ASSOCIATION WITH THE PRIMARY PRODUCT DOCUMENT, IN AN ONLINE ENVIRONMENT

When purchasing a product or service from an online merchant (“first merchant”), e-commerce consumers might want to purchase a complementary product and/or service not offered by the first merchant. Such consumers are provided with an opportunity to purchase or otherwise learn about such complementary products and/or services, and secondary merchants are provided with the opportunity to sell or market such complimentary products and/or services in a way that would not jeopardize the first merchant's sale, and indeed, in a way that might provide a benefit to the first merchant.