When it comes to boosting sales in e-commerce, getting shoppers to click “add to cart” is just the beginning. The real magic happens when you showcase products that complement their picks—welcome to the world of cross-selling. It’s not just a buzzword; it’s a strategy that accounts for a whopping 35% of Amazon’s revenue. Yes, you read that right—almost a third of Amazon’s sales come from cross-selling opportunities.
If you’ve been side-eyeing your e-commerce strategy and wondering how to do more with what you’ve got, this is your cue to explore cross-selling. Today, we’re breaking down what cross-selling is, why it works, and how smart product information management (PIM) tools like Icecat PIM can make the whole process seamless.
What is Cross-Selling and Why Is It a Big Deal?
Cross-selling is the art of suggesting complementary products to customers—think of showing a laptop sleeve to the shopper eyeing a new MacBook or offering a set of pastel socks alongside those white sneakers. It’s subtle, it’s strategic, and it works best when it feels natural. When done right, cross-selling opportunities don’t just increase order value—it also builds a better customer experience by anticipating needs.
Here’s why it’s worth paying attention to:
➜ Higher Conversion Rates
Selling to new customers has a 5-20% success rate, but selling to existing ones? A jaw-dropping 60-70%. With cross-selling, you’re capitalizing on trust and interest that already exist.
➜ Improved Average Order Value (AOV)
A strategic cross-sell can bump AOV without feeling pushy. Customers are already in buying mode, so it’s an excellent time to plant those well-curated suggestions.
➜ Customer Loyalty
When you offer valuable, well-matched product recommendations, you’re not just making a sale; you’re creating a positive shopping experience that keeps customers coming back.
Cross-Selling Success in Action
What does cross-selling look like in real-time? Take some pointers from these brand innovators:
Amazon
Amazon is the powerhouse of “frequently bought together” magic. From books to tech gear, it uses predictive analytics and user behavior to nudge shoppers with add-ons they can’t resist. Shoppers planning to buy a camera? Cue recommendations for tripods, SD cards, and lens kits. It’s no surprise that cross-selling boosts Amazon’s revenue by 35%. Here’s an example of Amazon’s cross-selling strategies:
Cool Blue
Cool Blue knows its tech-savvy shoppers appreciate convenience, so it suggests complementary products seamlessly. Buying wireless headphones? Cool Blue recommends a headset stand or a charging cable. It’s smart cross-selling that feels helpful, not pushy.
Bol.com
Bol.com, a leading e-commerce platform and online retailer, is a master of bundling. Purchased a new ice maker? Bol will suggest essential add-ons, like an ice bucket. With thoughtful recommendations, it simplifies the shopping experience while boosting sales.
How to Nail Cross-Selling in Your E-Commerce Store
Not sure where to start? Here are some actionable tips to get your cross-selling rolling:
➜ Focus on Relevance
The best cross-sells are relevant and tailored, not random. Use customer data and purchase history to make connections that make sense.
➜ Leverage Product Images & Descriptions
Show—it’s always better than telling. Use Icecat’s high-quality content to feature visuals and relatable product descriptions that do the storytelling for you.
➜ Test, Learn, and Optimize
Data’s your best friend. Run A/B tests to refine your recommendations and identify what resonates most with your audience.
Executing effective cross-selling strategies takes more than just creativity—it requires structured, accurate, and timely product information. That’s where Icecat PIM comes into play.
How Cross-Selling Thrives with Icecat PIM
Discover how Icecat PIM maximizes cross-selling opportunities and transforms them into an automated process:
1. Pre-Built Product Relations
Icecat comes with smart, pre-built product relations, making it easy for you to link products that belong together.For instance, if you’re a tech retailer, Icecat’s PIM can automatically connect laptop listings with matching accessories like chargers, cases, or external monitors..
The beauty of this? No need to micromanage hundreds (or thousands) of SKUs manually. Icecat does the heavy lifting so you can focus on strategy and customer engagement.
2. Speedy Export Options
Cross-selling isn’t just about having the right products paired; it’s about timing. Icecat PIM’s efficient export tools ensure product data stays consistent across all your platforms—from your Shopify store to Amazon and beyond. Your customers won’t miss out on that correct charging cable for their Iphone because your team didn’t have time to update the listing—it’s already done.
3. Building Relations Through Attribute Values
Define connections based on attribute values. For instance, if a laptop’s “Fast charging” attribute is “Yes,” you can link it directly to compatible fast-charging adapters or docking stations that support this feature. These associations ensure that customers find exactly what they need, boosting their satisfaction and increasing the likelihood of additional purchases.
Wrapping It Up
Cross-selling isn’t just a clever tactic; it’s a must-have strategy to drive revenue and customer satisfaction. By strategically suggesting products that align with what your customers actually need—and using tools like Icecat PIM to simplify the process—you can unlock both short-term wins and long-term loyalty.
The truth? Your products are already amazing. Cross-selling is just the strategy that helps your customers notice and buy them all.
Want to see Icecat PIM in action and how it can elevate your cross-selling efforts? The time to start is now.
Anna is a Product Manager for Icecat PIM.
