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Some online stores display a one-step checkout process in their shopping cart page, making clear their intention of seeking conversion above anything else. This approach is good, as long as you are aware that you are missing out on opportunities to increase the average shopping cart by means of cross-selling.

Cart is the moment of truth but also an upselling opportunity. At the cart stage, personalized product recommendations play a crucial role in increasing Average Order Value (AOV) but without having a negative impact on conversion.

i) A well thought cross-sell encourages customers to add one or more complementary products to their cart. We’ve all seen the cross-sell links on Amazon like Customers who bought this item also buy that. While the Upsell is to get customers to buy a more expensive model or add features/warranties, the Cross-sell is to get customers to buy more complimentary products or products from other categories than the product being viewed or purchased.

ii) Cross-selling comes back to alternative or complementary products and product recommendations. Common labels are:

  • Recommended products
  • You may also like
  • Customers who bought X also bought
  • Customers who viewed X also viewed
  • Frequently bought together


iii) When done correctly, cross-selling can be gold money., for example, reports that as much as 35 percent of their revenue is from cross-selling.