Are cross-sells displayed during checkout?

While the clerk rings through items at the supermarket we are often faced with a slew of quick and thoughtless products to add to our order – candy, celebrity magazines, batteries, gift cards, etc. In the online world however, retailers do not offer these thing in the checkout process. In fact the number was so low, we were about to drop this from the research analysis. Because so few retailers employ this method of merchandising, we cannot draw conclusions from this piece of research.

Just 4% of Top 100 retailers show cross-selling during the checkout process.

Thoughts on why this is not used:Screen real estate is a valuable commodity and the risk of confusing a shopper in the checkout process is greater than the opportunity of increasing the order size. A get them in and out mentality leans towards eliminating distractions during the checkout process. Most cross-selling opportunities are taken on product pages, cart screens, and interstitial screens after a product has been added to the cart.