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If you have your own merchant account and are cross selling to yourself, the consumer is still dealing with the same company so the credit card information has not been shared with another party and therefore would not require the re-entry of credit card data.
Also, if you are using a IPSP like WTSeu, CCbill, etc then the credit card data is only collected by the IPSP, cross sales can occur with different merchants, and no re-entry of data is required.
This is my understanding.
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