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Cross-selling

E-commerce strategy1/5/2026Basic Level

Cross-selling is a sales strategy where businesses recommend complementary products to a customer. PIM systems enable effective cross-selling by managing product relationships and rich content.

What is Cross-selling? (Definition)

Cross-selling is a sales technique where a business suggests extra products that complement what a customer is already buying. It increases the total order value by offering items that add value to the main purchase. For example, a store might suggest a memory card to someone buying a camera. Online shops often show these recommendations in sections like "frequently bought together" or "you might also like." A PIM system like WISEPIM helps organize these product links so the right suggestions appear automatically on your website.

Why Cross-selling is Important for E-commerce

Cross-selling helps e-commerce businesses increase the Average Order Value (AOV) and the total value of a customer over time. It works by suggesting related products that complement what a shopper is already buying. A PIM system makes this easier by linking items together based on their features and categories. When you provide relevant recommendations, customers find what they need faster. This improves their experience and encourages them to shop with you again.

Examples of Cross-selling

  • 1A camera store suggests memory cards and extra batteries when a customer adds a camera to their cart.
  • 2A clothing shop shows matching belts and shoes on a dress page to help customers complete an outfit.
  • 3A coffee brand offers a discount on a grinder when a customer signs up for a monthly bean delivery.
  • 4An outdoor shop uses a PIM system to link hiking boots with matching socks and cleaning sprays.
  • 5Online stores use 'frequently bought together' sections to show items that work well with the product a customer is viewing.

How WISEPIM Helps

  • Manages product relationships: WISEPIM helps you link related products together. This ensures your store shows the right items to customers who are already buying something else.
  • Centralizes rich product content: WISEPIM stores all your product details in one place. This means every suggested item looks great and has the information needed to convince a buyer.
  • Enables personalized recommendations: WISEPIM sends accurate data to your recommendation tools. These tools then suggest products that match what a customer likes or has bought before.
  • Supports dynamic product bundles: WISEPIM makes it easy to group products into bundles. You can sell these sets across all your online stores to encourage customers to buy more at once.

Common Mistakes with Cross-selling

  • Suggesting items that do not fit the main purchase. This annoys customers and makes them ignore your offers.
  • Showing too many options at once. This confuses shoppers and often stops them from making a choice.
  • Displaying offers at the wrong time. It is better to suggest items while they shop instead of after they pay.
  • Not using data to guide offers. WISEPIM helps you use product details to create personal and relevant recommendations.
  • Overlooking a customer's history or current needs. This leads to repetitive suggestions that do not help the shopper.

Tips for Cross-selling

  • Use a PIM system to link related products. This ensures your suggestions always make sense to the shopper.
  • Suggest items based on what a customer views or buys. Use their history to make offers feel personal and helpful.
  • Show only two to four items at once. Too many choices can confuse customers and prevent a sale.
  • Test different product pairs and page layouts. Find out which combinations work best and update your store based on the results.
  • Connect your PIM system to your e-commerce platform. This automatically sends updated product links and details to your webshop.

Trends Surrounding Cross-selling

  • AI-driven hyper-personalization: Utilizing advanced AI and machine learning to analyze vast customer data sets for highly precise and contextually relevant cross-sell recommendations.
  • Dynamic pricing and bundling: AI-powered algorithms optimizing cross-sell offers with dynamic pricing or personalized bundles based on real-time demand, inventory, and customer segment profitability.
  • Automated A/B testing and optimization: AI automatically testing different cross-sell placements, product combinations, and messaging to identify the most effective strategies.
  • Contextual cross-selling in headless commerce: Delivering personalized cross-sell experiences seamlessly across various touchpoints (e.g., mobile apps, smart devices, social commerce) via API-driven content.
  • Sustainability-focused cross-selling: Recommending eco-friendly complementary products, repair services, or extended warranties that align with customer values and promote product longevity.

Tools for Cross-selling

  • WISEPIM: Centralized PIM system for managing comprehensive product data, including defining and linking complementary products for effective cross-selling strategies.
  • Akeneo: A PIM solution that enables enrichment of product information and management of product relationships, crucial for relevant cross-sell recommendations.
  • Salsify: A Product Experience Management (PXM) platform that helps businesses gather, enrich, and distribute product content, including attributes necessary for cross-selling, across all channels.
  • Shopify: E-commerce platform offering built-in features and apps for product recommendations and cross-selling, often leveraging AI for personalization.
  • Magento (Adobe Commerce): A highly customizable e-commerce platform providing extensive capabilities for implementing sophisticated cross-selling logic and personalized product suggestions.

Related Terms

product bundling kittingproduct recommendation engineaverage order value aovupsellingproduct merchandisinge commerce personalization engine

Also Known As

complementary sellingadd-on selling