The purchase journey ends at checkout and merchants accept that as normal. There is no structured, intentional mechanism for presenting a relevant next step to a customer who has just demonstrated willingness to spend, made a considered decision, and is actively engaged with a brand. The confirmation page — the most focused screen in the entire purchase journey — sits empty of commercial intent. Meanwhile, the customer's natural instinct after a satisfying purchase is to think about what complements it, what completes it, what extends the experience they just invested in. That instinct has nowhere to go. It dissipates. The opportunity disappears with it, and it never comes back at this level of intent.