Cross-selling
What is Cross-Selling?
Cross-selling is a sales strategy that encourages customers to add related or complementary products or services to their original purchase, with the aim of increasing overall basket value. In the context of ecommerce (particularly subscription-based businesses) cross-selling might involve offering one-off add-ons, accessories, or even additional subscriptions that align with the customer’s current plan or preferences. Done well, cross-selling not only boosts average order value and revenue, but also enhances the overall shopping experience by offering genuinely useful or relevant suggestions. For example, a customer buying a skincare subscription might be shown a one-time purchase for a matching face mask or travel-sized product. The best cross-sell offers feel helpful rather than pushy, anticipating what the customer might need next.
How Is Cross-Selling Different from Upselling?
Cross-selling is often confused with upselling, but the two approaches have slightly different aims. While cross-selling suggests additional products to accompany the original purchase, upselling encourages the customer to upgrade to a more premium or higher-value version of what they’re already buying. So, if cross-selling is about adding extra value around the original item, upselling is about increasing the value of the item itself.
Where and How to Cross-Sell Effectively
Cross-selling opportunities can appear at various points in the customer journey, such as on a product page, at checkout, or even post-purchase through the customer portal. Personalisation is key to making cross-sells feel relevant. By using customer data and browsing behaviour, businesses can tailor recommendations that align with individual preferences.
Features like product quizzes, AI-driven recommendation engines, or curated bundles are increasingly popular tools to support this. The more aligned the offer is with the customer’s needs or interests, the more likely they are to convert: making cross-selling not just a revenue driver, but also a tool for increasing engagement, loyalty, and customer satisfaction.
