Effective Cross-Selling Tactics for Ecommerce to Boost AOV

Cross-selling strategies for eCommerce are an effective way to boost average order value (AOV) and increase overall sales by suggesting complementary products to customers. Leading eCommerce brands like Amazon generate up to 35% of their revenue through cross-selling and upselling strategies.

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In this guide, we’ll break down cross-selling strategies for each stage of the buyer’s journey—pre-checkout, during checkout, and post-checkout—while providing real-world examples and actionable tips.

Pre-Checkout Cross-Selling Strategies

Pre-checkout cross-selling focuses on increasing cart value before customers move to checkout. This is done through product pages, recommendations, and pop-ups.

Product Bundling

Product bundling is a powerful cross-selling strategy that involves offering complementary products as a package, providing customers with convenience and savings, while businesses benefit from higher average order value (AOV) and customer satisfaction. Let’s explore the different types of bundling and how they work to increase sales.

Types of Product Bundling

1. Complementary Bundling
This type of bundling involves pairing products that naturally go together. Apple frequently uses complementary bundling by recommending accessories like chargers, cases, and AirPods with iPhones and MacBooks.

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Offering such combinations creates a more seamless shopping experience for the customer, while simultaneously increasing their cart value. 

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2. Themed Bundles
Themed bundles are product combinations that cater to specific customer needs or occasions.

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These bundles appeal to customers looking for a complete solution around a particular theme or lifestyle. 

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3. Quantity Bundles
Quantity bundles allow customers to purchase multiple quantities of the same item at a discount. For example, offering a "buy one, get one free" deal encourages customers to buy more than they originally intended. This strategy drives higher sales volume and increased customer loyalty.

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4. Mixed Bundling
Mixed bundling gives customers the option to purchase products individually or as part of a discounted bundle. This is common in eCommerce platforms like Amazon, where the "Frequently Bought Together" feature suggests complementary items alongside the main product. 

Customers can choose to buy the items individually or take advantage of the bundle offer for a lower price.

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Bundling works well for ecommerce because it taps into the psychology of convenience and perceived savings. Customers feel like they are getting a better deal by purchasing multiple items together, and it simplifies the decision-making process, especially when the bundle addresses their needs comprehensively.

According to Harvard Business Review, bundling can also help businesses reduce inventory and improve operational efficiency by moving products that might otherwise sit in stock.

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“One of the most effective strategies I've implemented is the "bundle-deal" approach. This isn't just about throwing random items together; it's about curating products that genuinely complement each other. For example, if a customer is buying a personalized whiskey decanter, we might suggest a matching set of whiskey stones or a set of glasses to go with it. The key here is relevancy—offering items that naturally pair well and enhance the original purchase.

I've found that using tools like AI-driven recommendation engines can significantly help in this process. They analyze customer behavior, purchase history, and preferences to make tailored suggestions. This feels more like a personal shopper experience for the customer, which naturally encourages them to explore more. 

Another trick that's worked for us is creating urgency—limited-time offers or "only a few left in stock" notifications have a way of nudging customers to act fast. These small tweaks can lead to a notable bump in average order value and keep customers engaged longer on the site.”

Chris Bajda, E-commerce Entrepreneur & Managing Partner, Groomsday

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Personalization in Product Recommendations

Personalization has become one of the most effective strategies for improving eCommerce conversions, particularly in cross-selling. A study by Accenture reveals that 91% of consumers are more likely to shop with brands that recognize, remember, and provide them with relevant offers and recommendations. 

For Kappa, a leading sportswear brand, cross-selling with personalized recommendations resulted in an 11% increase in average order value.

Different Ways to Show Personalized Suggestions -

1. Personalized Product Recommendations on Product Pages
Using artificial intelligence (AI) and machine learning algorithms, eCommerce platforms can track customer behavior—such as previous purchases, browsing history, and frequently viewed products—to make personalized recommendations on product pages. 

2. Personalized Recommendations in Search
Implementing personalized search suggestions enhances user experience by dynamically displaying relevant products as customers type in the search bar. This not only shortens the customer's path to finding the right products but also boosts the chances of cross-selling related items.

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Sephora uses AI-driven search that adjusts recommendations based on past customer behavior. If a user frequently searches for skincare, related products like face masks or serums may appear when they start typing in the search bar.

3. Dynamic Banners
Dynamic banners are personalized content blocks displayed on the homepage or category pages. These banners showcase products based on what customers have browsed, added to their cart, or previously purchased, ensuring the recommendations remain highly relevant.

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Personalization in cross-selling heavily relies on data gathering. By analyzing key data points such as:

• Browsing behavior: Pages visited, time spent on products, clicks, and searches.
• Purchase history: Previous transactions and commonly bought items.
• Demographic details: Age, location, and customer lifecycle stage.

This data allows brands to develop highly tailored recommendations that are more likely to result in conversions.

Tools like Algolia and Nosto automate much of this process by leveraging AI and machine learning to understand customer behavior. These tools learn from user interactions over time, refining their suggestions based on ongoing behavior to show increasingly relevant products.

Studies show that consumers are overwhelmed by choices, and offering personalized recommendations simplifies decision-making. Additionally, McKinsey reports that personalization can deliver five to eight times the ROI on marketing spend, and can lift sales by 10% or more.

Incentivizing Add-Ons Before Checkout

Another way to cross-sell effectively is by incentivizing add-ons right before the checkout stage. This tactic works particularly well because customers are already committed to purchasing, and offering relevant incentives can push them to add more items to their cart, increasing the overall value of the order.

Here are some common strategies for incentivizing add-ons:

1. Limited-Time Offers:

Present time-bound discounts on related items that complement products already in the customer’s cart. The sense of urgency created by time-limited offers often drives last-minute decisions.

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Research shows that short durations favor customers’ pressing the purchase button by increasing the individual’s anticipatory regret at missing out and creating a sense of urgency to buy.

2. Free Shipping Thresholds:

Encourage customers to add more items by offering free shipping on orders that reach a certain value. For example, displaying a message like, "Spend $10 more for free shipping" pushes customers to browse for complementary products to avoid shipping costs. 

According to the BigCommerce Report, nearly 90% of Millennial respondents and 85% of Gen Z respondents added items to their cart to hit a minimum threshold for free shipping.

3. Pop-Up Suggestions:

Use pop-up recommendations triggered by the items in the customer’s cart. These pop-ups can suggest complementary or popular products, such as phone cases for someone buying a smartphone. By strategically placing these pop-ups before checkout, brands can make relevant suggestions without disrupting the user experience.

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“Implementing pop-up quizzes into our e-commerce strategy has significantly enhanced our cross-selling capabilities. To get started, it's vital to understand your customer base and their specific needs, because with some e-commerce sites, it might feel forced. We've seen the best results with clients where a personalized approach is highly valued by the end customer, like beauty and skincare companies. Analyzing on-site customer data allowed us to design interactive quizzes that engage users by asking specific questions about their preferences, such as skin type and common concerns, ensuring that the quizzes were both fun and informative, capturing valuable insights into customer needs.

Once users complete a quiz, their responses are analyzed to generate personalized product recommendations, such as groups of products that can be used to treat dry skin. This guides users to a curated selection of products that align with their needs, effectively introducing them to complementary items they might not have initially considered and keeping them on the site for as long as possible to ensure conversion.

We continuously monitor the performance of these quizzes through analytics, focusing on metrics like conversion rates and customer feedback, and this iterative process allows us to refine the quizzes and optimize the recommendations, which in turn boosts their impact on cross-selling.

Results so far have been really impressive. Not only do we normally see an uplift in conversions, but AOV can also be increased as customers see a recommendation of several products in a personalized solution, rather than one product.”

‍James Kinsley, Founder, Incendium AI

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During Checkout Cross-Selling Strategies

At the checkout stage, customers are already committed to making a purchase, so cross-selling needs to be quick and seamless to avoid disrupting the checkout flow.

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“Checkout offers are a massive help, we've found. Mostly for what we call no-think add-ons—products that are cheap, like the price of a cup of coffee.

They boost the average order value and get added quite frequently throughout a lot of different niches.”

Modestas Mankus, Founder, Talks Grow

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Checkout Page Add-Ons

Checkout page add-ons are a great way to increase cart value by offering customers simple, low-cost products that complement their purchases and can be added with a single click. These add-ons are designed to be highly relevant to the products already in the cart and provide convenience to the customer without overwhelming them.

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Different Ways to Show Checkout Page Add-Ons

1. One-Click Add-Ons- It allows customers to easily add complementary items without disrupting the checkout process. These are small, inexpensive items that customers can add with minimal effort.
2. Bundle Options- On the checkout page, you can show customers a discounted bundle of complementary products that they can add at a reduced price. This works well when customers are buying a high-ticket item.

Best Practices for Checkout Add-Ons

To maximize the effectiveness of checkout page add-ons, follow these best practices:

1. Keep It Simple
   Avoid overwhelming customers with too many choices. Stick to one or two highly relevant add-ons that match their purchase.
2. Don’t Disrupt the User Flow
   Add-on suggestions should be subtle and non-intrusive. They should integrate seamlessly into the checkout process without adding unnecessary steps. 
3. Offer Low-Cost, High-Utility Items
   The add-ons should be inexpensive but provide clear value. 
4. Create a Sense of Urgency
   Use limited-time offers or scarcity tactics (e.g., “Only 2 left!”) to encourage customers to act quickly and add the items to their cart.
5. Personalize Based on Cart Content
   Use customer data to recommend add-ons that are relevant to the items in the cart. 

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“One of the most successful cross-selling strategies we have implemented has been at the very last step of checkout. Before they place their order, we list a few high-margin, inexpensive items that can easily be added to their order. Because they are in that shopping mindset about to order, we see 12% of our orders take advantage of these items.

It has helped us increase our average order value by 6%, which, across hundreds of orders, really makes an impact on our overall revenue each month.”

‍Jeff Michael, Ecommerce Business Owner, Moriarty's Gem Art

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Post-Payment Cross-Selling

Cross-selling doesn’t have to stop once the customer has made a purchase. In fact, the post-payment phase offers valuable opportunities to recommend additional products and services. Here are a few effective methods for continuing to promote products after the transaction is complete:

1. Order Confirmation Page
The order confirmation page is an often under-utilized opportunity for cross-selling. By suggesting additional products that complement the customer’s purchase, you can increase the chances of an additional sale. This is a subtle yet effective way to continue the customer’s shopping journey without being pushy.

2. Discounted Next Purchase
Offering customers a discount for their next purchase or for adding more items to their current order can encourage them to shop again or increase their current cart size. This discount can be presented immediately after payment, either as a pop-up or within the confirmation email, creating a sense of urgency to take advantage of the offer.

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By utilizing post-payment cross-selling tactics, businesses can effectively maximize the customer’s order value and drive repeat purchases, while also enhancing the overall shopping experience.

Checkout Summary Suggestions

At this stage, customers are reviewing their purchases and may be more open to adding complementary products. Implementing urgency or social proof tactics can effectively encourage last-minute purchases. 

Here are different ways to cross-sell during the checkout summary:

1. Urgency-Based Suggestions
Leveraging urgency is a powerful tactic to encourage immediate action. By using phrases such as "Only 3 left in stock" or "Limited-time offer", you create a sense of scarcity or time pressure. This taps into the fear of missing out (FOMO) and can drive conversions right before the final purchase is made.

2. Reinforcing Product Benefits
Another effective strategy is to highlight the benefits of the complementary products. This not only reminds customers of a practical item they may need but also emphasizes the added value of making the purchase. This reinforces the customer's perception that the additional product is essential, enhancing their shopping experience while increasing AOV.

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Incorporating urgency and product benefit reinforcement into the checkout summary can effectively drive cross-selling, especially when customers are already in a buying mindset and may see the value in completing their purchase with a few extra items.

Post-Checkout Cross-Selling Strategies

Post-checkout cross-selling focuses on increasing lifetime value by recommending products after the initial purchase.

Post-Purchase Email Campaigns

Post-purchase emails are a powerful tool to continue engaging customers and increase lifetime value (LTV) through cross-selling. Once a customer has made an initial purchase, email campaigns allow you to stay top of mind and introduce complementary products in a relevant and personalized manner.

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Here are different types of post-purchase email campaigns that work well for cross-selling:

1. Thank You Emails
After a purchase, sending a thank you email not only shows appreciation but also provides an opportunity to recommend complementary products. These emails build goodwill while creating a natural moment to cross-sell.

2. Time-Based Follow-Ups
These emails are sent a few days after the product has been delivered to suggest items that might complement the customer's purchase. 

Timing matters—follow-up emails are most effective when the initial excitement of receiving the product is still fresh.

3. Loyalty-Based Campaigns
Customers who frequently shop with your brand can be offered exclusive deals on cross-sell products through loyalty-based email campaigns.

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Best Practices for Post-Purchase Emails

To make your post-purchase email campaigns more effective, follow these best practices:

1. Personalization
   Use the customer’s name, purchase history, and browsing behavior to recommend complementary products. Data-driven personalization can increase open rates and conversions, as customers are more likely to engage with content that feels tailored to their preferences.
2. Clear CTAs
   Include clear and compelling calls to action (CTAs) in your emails. Whether it’s “Explore More” or “Shop Now,” CTAs should guide the customer towards the recommended products. Make sure your CTAs stand out visually to drive action.
3. Engaging Subject Lines
   Phrases like "Complete Your Look" or "Your Perfect Match Awaits" can entice customers to open the email and explore the recommendations.
4. Timing and Frequency
   Don’t bombard customers with too many emails post-purchase. Space out your messages, with a thank you email right after the purchase, a time-based follow-up after delivery, and loyalty-based offers over time. This prevents overwhelming customers while keeping your brand in their minds.
5. Visual Appeal
   Use high-quality images and easy-to-read layouts to make the email visually appealing. The products you are cross-selling should be presented in an attractive and clear manner to encourage click-throughs.

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“As the founder of a digital marketing agency, I've used several strategies to boost e-commerce sales through cross-selling. 

Analyzing customer data, we identify complementary products to promote through email campaigns. For example, after a lawn mowing service purchase, an offer for gutter cleaning often leads to immediate upsells.  

Geo-targeted social ads also convert well. If a customer buys AC maintenance, targeted Facebook ads for air filters or thermostats in their area frequently lead to more sales.

Bundling complementary services at a discount cross-sells successfully. For home services, bundled seasonal maintenance packages like lawn treatment, pest control, and pressure washing at a lower price incentivize full-bundle purchases. Clients implementing bundled service promotions typically see over a 30% higher customer lifetime value.

My agency's cross-selling strategies have boosted e-commerce sales over 25% annually for home service clients. Tools like our CRM identify related products for customers based on purchase history and interests. The key is targeted, data-driven offers for complementary services.”

Chase Chappell, Founder, Sirge

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Loyalty Programs

Loyalty programs are a key strategy for encouraging repeat purchases and creating cross-sell opportunities. By rewarding customers for their continued engagement, these programs build long-term relationships, while also offering avenues to introduce additional products. 

Here are the most effective types of loyalty programs for improving cross-sell:

Exclusive Offers
Loyalty programs often give members exclusive access to new product launches or early access to deals before the general public. This exclusivity incentivizes customers to return and explore new products that complement their past purchases. 

Points-Based Programs
In points-based programs, customers earn points for every purchase they make, which can then be redeemed for products. This system works exceptionally well for cross-selling because customers may use their points to try new, complementary products they wouldn’t have considered buying otherwise.

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Retargeting Ads

Retargeting ads are a powerful tool for continuing the cross-selling process even after a customer has left your site. By leveraging customer data, brands can show personalized ads on platforms like Facebook, Instagram, or Google that feature products related to their previous interactions. Retargeting allows businesses to keep relevant products in front of potential buyers and remind them of complementary items that enhance their purchase experience.

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Best Practices for Retargeting Ads

1. Segment Your Audience
   Retargeting campaigns should target different customer segments. Use distinct ad creatives for new customers, returning customers, and loyalty program members. For example, new visitors may benefit from a reminder about general product categories, while loyal customers could receive ads for premium add-ons based on their past purchases.
2. Keep It Relevant
   Ads should be highly personalized based on the customer’s behavior on your site. Ensure the products featured are relevant to what they’ve viewed or purchased. 
3. Use Dynamic Retargeting
   Dynamic retargeting allows you to automatically display personalized ads based on the specific products a customer interacted with on your site. Tools like Google Ads or Facebook Ads help generate these dynamic creatives, boosting relevance and increasing click-through rates.
4. Maintain Frequency Cap
   Avoid bombarding customers with the same ad repeatedly. Use frequency capping to control how often ads are shown, ensuring a balance between visibility and customer experience.
5. Create a Strong Call-to-Action (CTA)
   Your retargeting ads should include compelling CTAs that encourage the customer to return and complete a purchase or explore additional products. Using phrases like "Complete Your Collection" or "Limited-Time Offer" can help drive engagement.

By utilizing these best practices, retargeting ads can significantly increase the likelihood of cross-sells and help brands maintain ongoing engagement with their customers.

Cross-Selling Vs. Upselling

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Cross-selling and upselling are two distinct strategies that aim to increase sales, but they differ in focus.

• Cross-selling suggests complementary products that enhance the customer’s original purchase. Cross-selling creates a more complete shopping experience, making the customer feel as though they’re getting everything they need in one go. 

• Upselling, on the other hand, encourages customers to purchase a more expensive or upgraded version of the product they are already interested in. A classic upsell scenario would be offering a higher-tier model of a smartphone with additional features or more storage capacity.

‍Apple is a prime example, where customers buying an iPhone are upsold to models with more storage or additional features like a Pro version.

Both strategies are highly effective but serve different purposes. Cross-selling enhances the original purchase, making it more useful or convenient, while upselling focuses on improving the customer's experience with a more premium option. 

Studies have shown that upselling can increase revenue by 10-30%, while cross-selling accounts for 35% of Amazon’s revenue . Together, they are powerful tools for increasing average order value (AOV) and customer satisfaction.

Do's & Don'ts of e-Commerce Cross-Selling

Do’s:

1. Personalize Suggestions: Use customer data to offer relevant products based on purchase history or behavior.
2. Offer Complementary Products: Recommend items that naturally go with the main purchase, like cases for phones.
3. Use Data for Recommendations: Leverage tools like AI to automatically suggest products often bought together.
4. Incentivize Add-Ons: Provide limited-time discounts or free shipping thresholds to encourage extra purchases.
5. Keep It Simple: Limit suggestions to 1-2 relevant products to avoid overwhelming customers.

Don’ts:

1. Don’t Suggest Irrelevant Products: Avoid recommending unrelated items, as it frustrates customers.
2. Don’t Disrupt Checkout: Ensure add-ons don’t interfere with the purchase flow or cause friction.
3. Don’t Overuse Discounts: Avoid relying heavily on discounts, as it can devalue products.
4. Don’t Ignore Mobile: Optimize cross-selling for mobile users to ensure a seamless experience.
5. Don’t Forget Post-Purchase: Continue cross-selling through post-purchase emails and retargeting ads.

Conclusion

Cross-selling strategies for eCommerce can significantly boost revenue and customer satisfaction when implemented correctly. By using data-driven insights, personalization, and urgency, brands can create a seamless shopping experience while increasing AOV.