Technology is disclosed for facilitating and processing cross-merchant promotions. In examples, the disclosed technology comprises processing transaction data for a first merchant and a second merchant that includes identifiers for merchant, customer, location, and item; generating a recommendation for the merchants to participate in a cross-merchant promotion based on a determination that they are complementary; facilitating a notification of the promotion to customers; receiving transaction data for another transaction of the first merchant; applying the promotion to the transaction based on a customer transaction history of the customer; processing payment for the transaction; apportioning the payment to the first and second merchant according to an agreement between them; and presenting a notification of application of the promotion on a merchant device.