eCommerce

What is cross-selling and why you should use it in your online store

Mariluz Sampalo

Mariluz Sampalo

Apr 14, 2022

what is cross selling and how to do it in your ecommerce

Inside this article

  • iconWhat is cross-selling?
  • iconWhy you should use cross-selling in your online store
  • iconHow to cross sell
  • iconCross-selling with Outvio
  • Cross-selling is one of the most effective sales strategies when it comes to maximizing the conversion rate of an eCommerce business.

    If you’re in charge of sales, you probably spend a good deal of your time thinking about ways to increase your income. Cross-selling is undoubtedly a great ally in this regard, as it takes advantage of a customer’s purchase intention to achieve more sales.

    Throughout the following article, you will find more detailed information on cross-selling, including what it is, what its advantages are and how you can get the most out of it.

    What is cross-selling?

    Cross-selling includes all of the techniques that seek to promote complementary items to a product that has already been purchased or will be purchased. The goal behind this is to promote more sales in a single order, increasing the average value of each basket.

    These techniques are commonly used in supermarkets through the strategic location of products. For example, by placing cookies next to the milk, toothbrushes next to toothpaste or pasta sauce next to spaghetti.

    The psychology behind is quite simple: Present complementary products together to boost sales. 

    Cross-selling can also be used post-sales. For example, you can include banners in the emails sent to inform customers about the status and location of their orders. This practice is widely used by large eCommerce businesses.

    What is upselling and cross-selling?

    Cross-selling aims to promote additional items to increase the value of an existing order or give rise to a new one. On the contrary, upselling aims for the buyer to add an item with a greater value.

    Cross-selling examples for eCommerce

    In the eCommerce industry, there are also many examples where cross-selling can be used.

    • At the checkout of an online store
    • On the product page
    • In promotional newsletters
    • Within a blog, to use products as a solution to a problem
    • On customized tracking portals, messages and emails

    The following image is an example of how Asos implements cross-selling.

    asos cross selling strategy

    Why you should use cross-selling in your online store

    Now that you’ve got an idea about what cross-selling is, the next step is to look at why it’s so beneficial for online stores.

    According to FunnelStrategist statistics, cross-selling can increase the profits of an online store by 30%.

    First of all, cross-selling strategies are useful not only to bring in more sales but also to lower the cost of acquiring customers.

    It’s more profitable to promote repeat sales than it is to attract new customers and make sure they convert.

    Additionally, well-executed cross-selling strategies strengthen brand image and help to build customer loyalty. In many cases, you will be covering customer needs without them actually requesting it. Cross-selling is a less intrusive way to promote products, compared to traditional advertising.

    But why is cross-selling especially beneficial for online stores? Because the customer is only one click away from another product, and this promotes impulse purchases.

    Do you want to boost sales? Take a look at our list of the best marketing tools for eCommerce.

    How to cross sell

    One of the greatest benefits of the digital ecosystem is that it offers countless technological advances to improve how an eCommerce business works.

    Thanks to these tools, it’s very easy to design automatic conversion funnels that have a positive impact on the buyer. For example, you can create different promotions based on the products they visit on the web.

    But there are many more ways to promote cross-sales:

    1. Promote related products on the product page at the checkout.
    2. Send abandoned cart emails to those customers who left your online store with the basket full but didn’t go through the payment process. These emails have a high opening rate, which means that they’re the perfect excuse to sell related products.
    3. Customize your tracking portal with additional information, like the products included in the order and a banner with related products, to boost cross-sales.
    4. Carry out an email marketing campaign with products related to what customers previously purchased.

    Cross-selling with Outvio

    By integrating Outvio into your eCommerce business, you’ll be able to customize your customers' post-sales experience and boost cross-sales.

    Outvio allows you to send automatic messages with tracking information and promotional banners —and to set up and customize your own tracking portal. In this way, whenever your customer wants to check the status or location of their order, they’ll be exposed to your cross-selling marketing campaigns.