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25 cross-selling examples to boost your ecommerce success

Reading Time: 13 minutes

Cross-selling is a powerful sales technique that can significantly boost your ecommerce revenue. By offering complementary products to customers based on their current purchases, you can increase average order value and drive more sales. 

In this article, we’ll explore 25 effective cross-selling examples from various industries to inspire your strategies.

Personalize your cross-sells and upsells with Omnisend for maximum impact.

What is cross-selling?

Cross-selling is a sales strategy that offers customers complementary products or services in addition to their initial purchase. The goal is to increase the overall value of the sale by recommending items that enhance or supplement the primary product. 

For example, when buying a smartphone, the salesperson might suggest purchasing a protective case or screen protector.

Cross-selling is significant in sales and marketing because it helps businesses:

  • Increase average order value
  • Boost revenue from existing customers
  • Improve customer satisfaction by offering relevant products
  • Encourage customer loyalty and repeat purchases

By implementing effective cross-selling strategies, ecommerce businesses can maximize the value of each customer interaction and drive long-term growth.

Cross-selling strategies

To successfully cross-sell, businesses must identify opportunities within their product or service offerings. Here are some effective strategies:

  • Product bundling: Offer discounted packages of complementary products. For example, a skincare brand might bundle a cleanser, toner, and moisturizer
  • Personalized recommendations: Use customer data to suggest products based on their browsing and purchase history. Amazon’s “Customers also bought” section is a prime example
  • Upselling: Encourage customers to upgrade to a higher-end version of the product they’re considering. For instance, a laptop retailer might suggest a model with more storage or a faster processor

You can effectively cross-sell and drive more revenue by implementing and tailoring these strategies to your industry and customer base.

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    25 examples of effective cross-selling

    Let’s dive into the world of cross-selling. Below are some fantastic examples of cross-selling from different industries that will show how companies use this sales technique to boost their revenue and keep customers returning for more. 

    Fashion and beauty

    • Sephora — “Add these for under $15” and “Recommended for you”

      Sephora’s strategic upselling tactics, such as the “Add these for under $15” and “Recommended for you” features, demonstrate the company’s prowess in driving incremental sales. 

      By highlighting affordable add-ons and personalized product suggestions, Sephora encourages customers to expand their cart, ultimately increasing the average order value. 

      This upselling approach boosts revenue and fosters a sense of value and curation, enhancing the overall shopping experience.
    Cross-selling example: Sephora
    Image via
    • Ulta Beauty — “Recommended for you”

      Ulta uses the “Added to Bag” popup to suggest “Recommended for you” products based on the item the customer has just added to their cart. These recommendations are personalized based on the customer’s browsing and purchase history and the specific product they have added.

      For example, if a customer adds a foundation to their cart, Ulta may recommend a matching concealer, primer, and setting powder to “complete the look.” 
    Cross-selling example: Ulta Beauty
    Image via
    • Nordstrom — “Outfit Ideas for This Item” section

      Nordstrom, the fashion retailer, provides us with one of the best cross-selling examples in the retail sector. Their “Outfit Ideas for This Item” section on product pages helps customers visualize how the featured clothing item can be paired with other garments and accessories to create complete outfits.

      This section showcases several curated outfit ideas, each featuring the jacket alongside complementary pieces such as shirts, pants, shoes, and accessories. By providing these outfit suggestions, Nordstrom aims to inspire customers and encourage them to purchase additional items to build a cohesive, stylish look.
    Cross-selling example: Nordstrom
    Image via
    • Anthropologie — “Ways to Wear”

      Anthropologie, a lifestyle retailer known for its bohemian-inspired clothing and home decor, uses its “Ways to Wear” section on product pages to upsell and cross-sell complementary products.

      The “Ways to Wear” section features styled outfits that showcase how the viewed item can be paired with other Anthropologie products, such as accessories, shoes, and additional clothing items. This section encourages customers to purchase a complete look.

      By highlighting how the products work together, Anthropologie effectively upsells and cross-sells, increasing the average order value of each customer.
    Cross-selling example: Anthropologie
    Image via
    • Urban Outfitters — “For You” section to upsell products

      Urban Outfitters, a lifestyle retailer geared towards a younger demographic, uses its “For You” section to cross-sell and upsell products. This section displays a range of related items the customer may be interested in based on their browsing and purchase history.

      For example, if a customer sees a specific BDG jeans, the “For You” section might show other BDG jeans, jackets, or accessories that complement the initial product. This personalized recommendation engine helps Urban Outfitters encourage additional purchases and increase the average order value.
    Cross-selling example: Urban Outfitters
    Image via

    Department stores

    • Macy’s — “Complete Your Look” and “Customers Also Shopped”

      Macy’s, the department store chain, uses cross-selling and upselling to recommend additional fashion and home goods. Macy’s features a “Complete the Look” section on product pages, suggesting complementary items that can be purchased together to create a complete outfit or ensemble.

      For instance, Macy’s might recommend shoes, a clutch, and jewelry to accompany a dress, encouraging customers to buy the full look. Additionally, Macy’s displays “Customers Also Shopped” recommendations, using browsing data to suggest other products that shoppers have viewed or purchased in the same category. 
    Cross-selling example: Macy's
    Image via
    • Kohl’s — Kohl’s Gift Cards

      Kohl’s shopping cart features a dedicated section for Kohl’s Gift Cards, encouraging customers to purchase them as additional items. The cart prominently displays a “Gift Cards” section with various gift card denomination options, allowing shoppers to add a Kohl’s Gift Card to their order easily.

      This cross-selling tactic aims to increase the overall transaction value by suggesting a complementary product that customers may find useful for themselves or as a gift.
    Cross-selling example: Kohl's
    Image via
    • Target — “Product Protection Plan”

      Target, the general merchandise retailer, uses cross-selling to offer product protection plans on gaming laptops and other electronics. When customers add these items to their shopping cart, Target prominently displays an option to purchase an extended warranty or protection plan alongside the product.

      This cross-selling technique aims to provide customers with added peace of mind and protection for their high-value electronics purchases, thereby increasing the overall transaction value for Target. 
    Cross-selling example: Target
    Image via
    • Walmart — Cross-sell Label

      Walmart employs a strategic approach to upselling product protection plans, particularly for high-ticket items like watches.

      When customers add a watch to their cart, a prominent popup offers a Walmart Protection Plan. This plan covers mechanical and electrical failures, power surge or power supply issues, and failures due to normal use or wear and tear.

      By presenting the protection plan as an add-on, Walmart encourages customers to consider its long-term value and peace of mind, ultimately driving additional revenue and customer loyalty.
    Cross-selling example: Walmart
    Image via

    Home goods

    • Bed Bath & Beyond — Beyond Protection popup

      Bed Bath & Beyond uses these popup windows to offer customers additional product protection plans, often for big-ticket items like mattresses.

      When customers view a product page, a “Beyond Protection” popup will appear, offering coverage for accidental damage, extended failure protection, and hassle-free replacements.

      By presenting this upsell opportunity at the point of purchase, Bed Bath & Beyond aims to encourage customers to invest in additional coverage for their purchases, potentially increasing the overall value of the sale.
    Cross-selling example: Bed Bath & Beyond
    Image via
    • Williams Sonoma — “Customers Also Bought”

      Williams Sonoma, the kitchenware and home furnishings retailer, employs cross-selling to recommend complementary products.

      On product pages, Williams Sonoma displays “Customers Also Bought” recommendations, leveraging purchase data to suggest items that are frequently bought together. For example, when viewing a pasta maker, Williams Sonoma might recommend a drying rack, a cookbook, and flour.
    Cross-selling example: Williams Sonoma
    Image via
    • Pottery Barn — “You May Also Need” cross-selling on product pages

      On product pages for items like custom-made lounge chairs, Pottery Barn includes a “You May Also Need” section to upsell related products.

      For example, this section showcases complementary items such as leather care kits, throw blankets, and decorative pillows when viewing a leather armchair. These suggestions encourage customers to purchase additional products that enhance the use or aesthetics of the main item, increasing average order value.

      Pottery Barn leverages cross-selling to drive incremental sales and provide a convenient shopping experience for customers furnishing their living spaces by strategically selecting relevant, high-quality accessories to feature.
    Cross-selling example: Pottery Barn
    Image via
    • West Elm — “You May Also Need” cross-selling for bathroom remodels

      When browsing high-end bathroom vanities, West Elm leverages cross-selling to upsell complementary items for a complete bathroom remodel.

      The “You May Also Need” section on product pages features carefully curated accessories such as medicine cabinets, wall sconces, and matching bathroom hardware sets. By showcasing these coordinating products, West Elm encourages customers to envision a cohesive bathroom design and conveniently purchase all the necessary elements in one place.

      This strategic cross-selling approach not only boosts average order value but also positions West Elm as a one-stop shop for stylish, high-quality bathroom renovations.
    Cross-selling example: West Elm
    Image via
    • Crate & Barrel — “Part of a Collection” cross-selling carousel

      Crate & Barrel uses a “Part of a Collection” carousel on product pages to showcase items that belong to a larger, coordinated collection.

      When browsing a specific product, such as a Moccamaster coffee maker, the carousel displays other items from the same line, including alternative colors or styles of the same model and complementary products like matching burr grinders.

      This cross-selling strategy entices customers to invest in a complete set or expand their existing collection, ultimately increasing average order value and customer loyalty.
    Cross-selling example: Crate & Barrel
    Image via

    Athletic apparel and sporting goods

    • Lululemon — “Outfit Inspiration” cross-selling section

      Lululemon, a popular athletic apparel retailer, uses cross-selling to inspire customers and showcase how to style their products for a complete look.

      On product pages, such as those featuring workout shoes, Lululemon includes an “Outfit Inspiration” section. This section displays carefully curated outfits that feature the shoe alongside complementary clothing items like jackets, dresses, shorts, and tops. By presenting multiple outfit ideas, Lululemon encourages customers to visualize how the shoe can be incorporated into various looks and motivates them to purchase a complete ensemble.

      This cross-selling strategy increases average order value and demonstrates the versatility of Lululemon’s products, helping customers make the most of their athletic wardrobe.  
    Cross-selling example: Lululemon
    Image via
    • Nike — “Customers Also Bought” and “You Might Also Like”

      Nike, another athletic apparel and footwear retailer, uses cross-selling to recommend complementary products. On product pages, Nike displays “Customers Also Bought” recommendations, leveraging purchase data to suggest items commonly bought alongside the viewed product.

      For instance, Nike might recommend running socks, shorts, and a moisture-wicking shirt when viewing a pair of running shoes. They also feature a “You Might Also Like” section, recommending similar or related products based on the viewed item. 
    Cross-selling example: Nike
    Image via
    • Adidas — “Complete the Look” and “You Might Also Like”

      Adidas, a competitor to Nike in the athletic apparel and footwear space, employs similar cross-selling strategies.

      On product pages, Adidas features a “Complete the Look” section, showcasing items that can be worn together to create a cohesive athletic outfit. For example, Adidas might recommend shorts, cleats, and shin guards when browsing a soccer jersey. They also have a “You Might Also Like” section, recommending similar or related products based on the viewed item. 
    Cross-selling example: Adidas
    Image via
    • Under Armour — “Customers Also Bought” and “You Might Also Like”

      Under Armour, another major athletic apparel and footwear brand, uses cross-selling to recommend complementary products. They display “Customers Also Bought” recommendations on product pages, using purchase data to suggest items frequently bought together.

      For instance, Under Armour might recommend basketball shorts, a shooting sleeve, and a ball when viewing a pair of basketball shoes. The retailer also features a “You Might Also Like” section, recommending similar or related products based on the viewed item.
    Cross-selling example: Under Armour
    Image via
    • REI — “People who bought this also bought” and “You Might Also Like”

      REI, the outdoor gear retailer, uses cross-selling to help customers prepare for their adventures. REI bundles related items on product pages into “People who bought also bought” sets. For example, a tent might be bundled with a footprint, stakes, and a camping pillow.

      REI also has a “You Might Also Like” section, recommending complementary gear and apparel based on the viewed item. When browsing hiking boots, for instance, REI might suggest hiking socks, insoles, and a waterproofing spray.
    Cross-selling example: REI
    Image via


    • Spotify — Upselling to premium

      Spotify, the music streaming service, effectively uses upselling to convert free users to premium subscriptions. When a free user attempts to access premium features like offline listening or ad-free playback, Spotify prominently displays the benefits of upgrading to the paid plan.

      This strategic upselling approach helped Spotify grow its premium subscriber base to over 200 million users, driving most of its revenue.
    Cross-selling example: Spotify
    Image via
    • Apple — AppleCare+

      Apple provides one of the best cross-selling examples to higher-end models and add-ons at the point of sale.

      For instance, when a customer is considering an iPhone, Apple sales associates are trained to highlight the benefits of upgrading to a higher storage capacity or the latest model. They also recommend complementary products like AppleCare+ protection plans, AirPods, and cases.

      By focusing on the enhanced user experience and long-term value these upsells provide, Apple can consistently drive higher revenue per customer.
    Cross-selling example: Apple
    Image via
    • Peloton — Bundled hardware and subscription model

      Peloton, the fitness technology company, combines elements of cross-selling and upselling in its bundled hardware and subscription model.

      When customers purchase a Peloton bike or treadmill, they are encouraged to sign up for the Peloton All-Access Membership, which provides access to a vast library of workout classes and content.

      This bundled offering increases the initial order value and secures a recurring revenue stream for Peloton.
    Cross-selling example: Peloton
    Image via
    • Uber — Upselling of premium services

      Uber, the ride-sharing giant, has succeeded in upselling its premium service offerings to customers.

      When a user requests a standard ride, the app often displays the option to upgrade to Uber Black, Uber SUV, or Uber Lux, which provides higher-end vehicles and additional amenities.

      By highlighting the benefits of these premium services, Uber captures a larger share of each customer’s transportation spending.
    Cross-selling example: Uber
    Image via
    • GoDaddy — Upselling domain protection and professional email during domain purchase

      When purchasing a domain on, the company employs effective cross-selling techniques to offer valuable add-ons.

      Although all GoDaddy domains include free privacy protection to guard personal information, they highly recommend upgrading to a higher tier domain protection plan for even more safety features.

      Furthermore, GoDaddy encourages customers to elevate their online presence with a professional email address during the domain purchase process.

      By strategically presenting these upsell options, GoDaddy aims to enhance the value customers receive from their domain purchases while incrementally increasing revenue. 
    Cross-selling example: GoDaddy
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    How to cross-sell across different channels

    Cross-selling is a crucial marketing strategy that helps increase revenue by encouraging customers to purchase additional products or services. To experience its full potential, businesses shouldn’t rely on a single channel but rather leverage multiple to maximize the impact of their cross-selling efforts. 

    Let’s discuss some of the main channels for cross-selling.

    Email marketing

    Email marketing is one of the most effective channels for businesses to connect with customers. By sending personalized emails, businesses can highlight products or services related to customers’ past purchases, making them feel valued and understood.

    This approach improves customer satisfaction and increases the likelihood of repeat purchases, growing business revenue. PetSmart and Petco provide some great cross-selling email examples in the pet care space:

    Cross-selling example: PetSmart
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    Cross-selling example: Petco
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    SMS marketing is a powerful tool that businesses use to connect with their customers on a more personal level. With text messages, you can remind customers about complementary products or services they might be interested in, ultimately driving customer engagement and boosting sales. 

    SMS marketing allows businesses to reach out to their customers with relevant and timely offers, making it an effective way to nurture customer relationships and drive revenue growth.

    Social media

    Businesses nowadays can benefit greatly from social media platforms such as Facebook, Instagram, and Twitter. These platforms provide a vast audience for businesses to promote their products and services. 

    By creating compelling and captivating content, businesses can significantly increase their brand awareness among potential customers and increase revenue by promoting complementary products on social media platforms.

    Retargeting ads

    One of the most effective ways to promote complementary products is through retargeting ads. This marketing strategy involves targeting customers who have previously expressed interest in a particular product or service and displaying ads for related products on other websites, such as Facebook or Google. 

    By utilizing retargeting ads, businesses can increase the likelihood of additional purchases and boost their sales revenue.

    By reaching customers through various touchpoints like email, SMS, social media, and retargeting ads, businesses can reinforce their cross-selling messages and increase the likelihood of additional purchases.

    How to cross-sell using Omnisend

    Omnisend makes it easy to implement effective cross-selling campaigns through email, SMS, and social media. Here’s how:


    Omnisend offers an easy to use drag-and-drop email builder to create highly personalized cross-selling emails. 

    It has a product recommender feature that allows you to easily recommend complementary products to your customers based on their recent purchase or browsing history. This means you can provide your customers with a more tailored and relevant shopping experience, increasing their chances of making additional purchases from your store.

    Cross-selling on Omnisend
    Image via Omnisend


    To increase customer engagement and boost sales, you can send targeted SMS messages that offer cross-selling opportunities. For example, you can promote a bundle deal that features products your customers have shown interest in but with a limited-time offer to create a sense of urgency. 

    This way, you can encourage your customers to make additional purchases while catering to their interests and needs. 

    Social media

    Omnisend has the ability to retarget ads with cross-selling recommendations. Using these social media integrations, you can showcase complementary products to customers recently visiting specific product pages. This allows you to create more targeted and personalized ads that drive higher engagement and conversions.

    All in all, with Omnisend, you can streamline your cross-selling efforts and create cohesive, personalized experiences across multiple channels.


    Cross-selling is a powerful strategy for boosting ecommerce success. Use the cross-selling examples we shared to inspire you. By offering complementary products and tailoring your recommendations to specific industries and customer preferences, you can increase average order value and drive more revenue from your existing customer base.

    To take your cross-selling to the next level, consider using an ecommerce marketing platform like Omnisend. With features designed to streamline and optimize your campaigns across email, SMS, and social media, Omnisend makes it easy to implement effective cross-selling strategies.

    Sign up for free and boost your ecommerce success with powerful cross-selling campaigns.
    Edvardas Mikalauskas
    Article by
    Edvardas Mikalauskas

    Edvardas is a Senior Content Marketing Manager at Omnisend. Besides writing and editing all things marketing by day, Edvardas is also an avid tech geek and history buff by night.