Cross-selling is the practice of suggesting related or complementary products to customers who are viewing or purchasing an item. "Customers also bought," "Complete the look," and "Frequently bought together" are common cross-selling implementations.
Effective cross-selling requires understanding which products naturally complement each other based on purchase patterns, usage occasions, or stylistic compatibility. Data-driven cross-sell recommendations typically outperform manually curated suggestions.
Cross-selling impacts both AOV (more items per order) and customer experience (helpful suggestions vs. annoying upsells). The key is relevance—recommendations should feel genuinely useful rather than just revenue-driven.