Shopify Cross-selling: The Ultimate Guide to Going Omnichannel

As a Shopify business owner, you already know that these days, it isn't enough to simply set up an ecommerce site. To achieve success in the crowded ecommerce landscape, you need to constantly look for ways to increase average order values and boost customer loyalty. One powerful strategy is through cross-selling, especially if you can implement it across multiple channels.

In this guide, we'll explore what makes cross-selling so effective, plus strategies Shopify brands can implement to go omnichannel. Looking for best practices to increase sales and revenue? Read on.

What is cross-selling?

Cross-selling is a sales strategy for encouraging customers to purchase additional, complementary products or services along with their primary purchase. For Shopify business owners, this could mean suggesting a matching wallet when a customer buys a handbag, or offering a protective case when someone purchases a smartphone.

For example, say a customer adds a digital camera to their cart. At checkout, your business suggests memory cards, camera bags, and tripods. These are complementary items that enhance the customer's initial purchase.

Amazon famously does this by adding a “Customers also bought” or “Frequently bought together” section under the product you’re viewing.

Cross-selling vs. upselling: What's the difference?

While cross-selling encourages customers to buy related products, upselling aims to persuade them to purchase a higher-end product instead of the one they're considering.

For example, suggesting a premium version of a smartphone instead of the basic model is upselling, whereas recommending accessories for the chosen smartphone is cross-selling.

What is omnichannel cross-selling?

Omnichannel cross-selling involves implementing cross-selling strategies across multiple sales channels to provide a seamless customer experience. This could include your ecommerce, social media platforms, email marketing, and more.

The ultimate goal of an omnichannel strategy is for the customer to have a seamless experience that picks up where they left off when they move from one channel to another. For example, say a customer browsed coffee tables in your online furniture business on their desktop but didn't make a purchase. If your omnichannel strategy is working correctly, you can later serve them targeted ads with pictures of the coffee tables they looked at on their mobile device and send them a retargeting email with a discount on coffee tables.

The role of customer data in cross-selling success

As you could probably surmise from that last example, a successful omnichannel strategy requires quite a bit of customer data. Effective cross-selling hinges on understanding your customers' preferences and behavior — and real-time customer data allows you to personalize recommendations, making them more relevant and increasing the likelihood of a purchase.

On the other hand, without the right tools, you're likely to:

• Struggle to collect and analyze data from multiple channels
• Be unable to provide personalized recommendations
• Miss opportunities to increase average order value

Leveraging tools like OpenDesk helps you gather and interpret customer data efficiently, which can be key to implementing successful cross-selling strategies — but more on that later in this article.

Why omnichannel cross-selling is a competitive advantage

Omnichannel cross-selling provides a unique opportunity to differentiate your Shopify brand by creating a seamless and personalized shopping experience for your customers across all touchpoints.

The psychology behind cross-selling

Customers today are busier than ever. By offering complementary products at the right moment, you're saving them the time and effort of searching for related items. This convenience can significantly enhance their shopping experience.

For example, if a customer purchases a laptop, suggesting a laptop case and mouse during the checkout process eliminates the need for them to search for these accessories separately.

Cross-selling can also increase the perceived value of the initial purchase. When customers see how additional products can enhance their primary purchase, they are more likely to add them to their cart.

Say you sell a coffee maker and suggest a set of gourmet coffee beans or a stylish mug. This not only enhances their use of the coffee maker but also enriches their overall experience.

Personalized recommendations have the power to make customers feel understood and valued. When you suggest products that align with their interests and past behaviors, you build a stronger relationship and increase the likelihood of repeat purchases.

For example, if a customer frequently buys eco-friendly products, recommending sustainable alternatives or related items can resonate with their values, fostering loyalty.

Cross-selling's impact on profits

Implementing omnichannel cross-selling strategies can have a significant positive impact on your bottom line.

By encouraging customers to purchase additional items, you naturally increase the average value of each sale. This is a direct boost to your revenue without the need to acquire new customers.

Cross-selling also fosters deeper relationships with customers by meeting more of their needs. Satisfied customers are more likely to return, leading to higher lifetime value. And happy customers also recommend your brand to others, expanding your customer base through word of mouth.

The importance of data in an effective cross-selling strategy

Data is the backbone of successful cross-selling. Without accurate, real-time customer data, your efforts may miss the mark.

Analyzing customer data allows you to tailor recommendations to individual preferences. This could include past purchase history, browsing behavior, and even demographic information. For example, if a customer has previously bought running shoes, you might suggest athletic socks or a fitness tracker.

Real-time data helps you ensure that your cross-selling offers are timely and relevant. When you understand where a customer is in their buying journey, you can present the right products at the right moment.

Data also helps you understand which channels your customers prefer and which are most effective for cross-selling. This allows you to allocate resources efficiently and maximize your reach. If your data shows that email marketing yields higher cross-sell conversions than social media, you might focus more effort on crafting personalized email campaigns.

Leveraging customer data not only improves your cross-selling effectiveness but also provides a competitive advantage. Many businesses fail to utilize data effectively, so by doing so, you position your brand ahead of the curve.

Cross-selling channels to explore

Cross-selling is most effective when implemented across multiple channels where your customers interact with your brand. By diversifying your cross-selling efforts, you increase your opportunities to engage customers and boost sales. Here are several channels to consider:

Email marketing

Email remains one of the most effective channels for personalized communication. With high ROI and direct access to customers' inboxes, it's ideal for cross-selling.

How to use email for cross-selling:

1. Personalized product recommendations: Send tailored emails suggesting complementary products based on a customer's purchase history or browsing behavior.
2. Automated post-purchase emails: Implement automated sequences that trigger after a purchase, offering related items.
3. Abandoned cart recovery: If a customer leaves items in their cart, send reminder emails that also suggest additional products they might like.

Social media

Platforms like Facebook, Instagram, and Pinterest are not only places where customers engage socially but also where they discover new products.

How to use social media for cross-selling:

1. Shoppable posts: Use features like Instagram Shopping to tag products in your posts, making it easy for customers to purchase directly.
2. Targeted advertising: Run ads that showcase complementary products to those who have already interacted with your brand.
3. Engaging content: Create posts highlighting product bundles or sets, showing customers how items can work together.

Mobile apps and push notifications

With the increasing use of smartphones, mobile apps provide a direct and personalized channel to engage customers.

How to use mobile apps for cross-selling:

1. Personalized in-app recommendations: Use customer data to display relevant product suggestions within the app.
2. Push notifications: Send timely notifications with cross-selling offers.
3. Geotargeting: Use location data to send offers when customers are near your physical locations (if applicable).

How to set up cross-selling for your Shopify business

Implementing cross-selling for your Shopify brand involves selecting the right tools, configuring them, and aligning them with your overall sales strategy. Here's a step-by-step guide to help you set up cross-selling effectively:

Step 1: Identify your cross-selling goals

Clearly defined goals help you choose the right approach and measure success. Set specific, measurable objectives, like:

• Increase average order value (AOV) by 15% in the next quarter
• Provide a better customer experience by getting 10% more positive reviews
• Promote slower-moving stock by pairing it with popular items and clear out 50% of inventory older than six months

Step 2: Choose the right cross-selling app

The app you choose will determine the functionality and ease of implementation. When choosing an app, some things to consider are:

• Features: Look for apps that offer the functionality you need, such as AI recommendations, customization options, and analytics
• Reviews: Check user feedback to gauge reliability and customer support
• Pricing: Make sure the app you choose fits within your budget

Some popular cross-selling apps for Shopify include:

• Bold Upsell: Offers features like product recommendations, upsell funnels, and customizable offers
• ReConvert Upsell & Cross-sell: Focuses on post-purchase cross-selling with thank-you page customization
• Frequently Bought Together: Uses AI to recommend products that are often purchased together

Step 3: Configure product recommendations

Making the right product recommendations can be the difference between getting a cross-sale or losing the extra revenue. Depending on the app you chose in the last step, you may need to choose your products manually, or the app may have an automated recommendation feature that suggests product pairings or bundles based on customer behavior and purchase history. Either way, you should be able to set conditions for when and where recommendations appear.

Step 4: Customize the appearance and placement

A seamless and branded appearance enhances the customer experience and can make or break your cross-selling efforts. Adjust colors, fonts, and styles to match your business's branding, and decide where your cross-selling offers will appear:

• Product pages
• Cart pages
• Checkout
• Thank-you pages

Test different placements to see what works best, from suggested add-ons before checkout to last-minute deals.

Step 5: Launch and monitor

Ongoing monitoring allows you to assess whether your cross-selling efforts are effective — and make necessary adjustments.

Use your cross-selling app's built-in analytics or Shopify's reporting features to track metrics like:

• Conversion rates: How often customers purchase recommended products
• AOV increase: Changes in average order value
• Click-through rates (CTR): Engagement with cross-selling offers

It's also a good idea to solicit feedback from your customers to understand how they perceive your cross-selling efforts. If certain products or approaches aren't yielding results, be willing to pivot and experiment with different recommendations, placements, and designs to see what performs best.

Shopify cross-selling best practices you should know

To cross-sell effectively, you need to plan strategically and adhere to best practices that enhance customer experience and drive sales. Here are some key strategies you can implement in your Shopify business.

1. Use customer data

Customer data is invaluable for personalizing cross-selling offers. By analyzing purchase history, browsing behavior, and demographic information, you can tailor recommendations that are more likely to resonate with each customer.

What to do:

• Collect data: Utilize tools like Shopify's built-in analytics, Google Analytics, and OpenDesk to gather customer data.
• Analyze customer behavior: Identify patterns like frequently purchased combinations or products viewed but not bought.
• Personalize recommendations: Use the insights to suggest products that align with the customer's interests.

Tips:

• Use a CRM system to centralize your customer data.
• Set up tracking for key customer actions on your Shopify site.
• Segment customers based on data to provide personalized experiences.

2. Segment customers

Segmentation involves grouping customers based on shared characteristics, allowing for more targeted and effective cross-selling strategies.

What to do:

• Segment by demographic: Group customers by age, gender, location, etc.
• Segment by behavior: Categorize customers based on purchase frequency, average spend, or product preferences.
• Segment psychographically: Consider customers' values, interests, and lifestyles.

Tips:

• Use email marketing tools that support segmentation.
• Create tailored marketing campaigns for each segment.
• Monitor each segment's performance to refine your approach over time.

3. Place your offers in strategic places

The placement of cross-selling offers can significantly impact their visibility and effectiveness. Strategic placement helps customers see offers at the most opportune moments.

What to do:

• Place offers on product pages: Display related products directly on product pages, where customers consider making a purchase.
• Place offers in the shopping cart: Offer complementary items in the cart, reminding customers of additional needs before checkout.
• Place offers on the checkout page: Provide last-minute suggestions when customers are about to finalize their purchase.
• Send post-purchase offers: Use thank-you pages and confirmation emails to recommend additional products.

Tips:

• Analyze customer journey maps to identify optimal touchpoints.
• Use heatmaps and analytics to understand where customers spend time on your site.
• Test different placements to see what drives the most engagement.

4. Offer relevant products

Relevance is key to successful cross-selling. Customers are more likely to add items to their cart if the recommendations make sense in relation to their initial purchase.

What to do:

• Offer complementary products: Suggest items that naturally go with the primary product. For example, if a customer buys a laptop, recommend a laptop bag or an external mouse.
• Create bundles: Create product bundles that offer a cohesive solution or experience.
• Consider customer preferences: Use customer data, research, or past interactions to understand what customers want.

Tips:

• Use product tagging and categorization to link related items.
• Regularly update recommendations to reflect current trends and inventory.
• Avoid generic suggestions that lack relevance.

5. Make your offers valuable

Value-added offers enhance your customer's perception of a deal, so they’re more inclined to accept your cross-selling suggestions.

What to do:

• Offer discounts and deals: Offer special pricing when additional items are purchased together.
• Create exclusive offers: Provide access to products or deals not available elsewhere.
• Offer added benefits: Include perks like free shipping, extended warranties, or bonus items when customers buy items together.

Tips:

• Highlight savings or benefits clearly in your offers.
• Make sure that the value proposition is genuine and not misleading.
• Use urgency or scarcity tactics carefully to avoid pressuring customers.

6. Get the timing right

Timing affects how receptive customers are to cross-selling offers. Presenting recommendations at appropriate moments increases their effectiveness.

What to do:

• Offer cross-sells while customers browse: Use pop-ups or banners to suggest products while customers are exploring your site.
• Make offers at checkout: Offer last-minute additions that complement items in the cart.
• Make post-purchase offers: Send follow-up emails with related product suggestions.

Tips:

• Use behavioral triggers to time offers (e.g., time spent on a page, items added to cart).
• Avoid interrupting the customer journey with poorly timed pop-ups.
• Test different timing strategies to see what works best for your audience.

7. Test and analyze your cross-selling strategies

Continuous testing and analysis allow you to refine your cross-selling tactics for maximum effectiveness.

What to do:

• Use A/B testing: Experiment with different offers, placements, messaging, and designs to see what works best.
• Monitor key metrics: Track metrics such as conversion rates, AOV, and click-through rates to assess performance.
• Ask for customer feedback: Gather feedback through surveys or direct communication to understand customer perceptions of your efforts.

Tips:

• Set up controlled tests with clear variables and measurable outcomes.
• Use analytics tools to collect and interpret data.
• Be prepared to pivot to new strategies based on the insights you gather.

Shopify cross-selling pitfalls to avoid

While cross-selling can significantly boost sales and enhance customer experience, some common pitfalls can undermine your efforts. Being aware of these mistakes and how to avoid them is crucial for successful implementation.

Overloading customers

Bombarding customers with too many cross-selling offers can overwhelm and irritate them, leading to decision fatigue or abandonment of the purchase. If you overdo it with cross-selling offers, it can result in high bounce rates, lower conversion rates, and a negative impact on customer satisfaction.

Avoid this pitfall by offering a more reasonable number of cross-selling offers (for example, 2–3 relevant items per customer), prioritizing relevance in your offers, and presenting offers in a user-friendly way that doesn't obstruct the shopping experience.

Inconsistent offers across channels

Providing different offers or messaging across various channels can confuse customers and erode trust in your brand. This can create a perception of unfairness or dishonesty and reduce the overall effectiveness of your cross-selling efforts.

Avoid this pitfall by developing a cohesive cross-selling plan across all channels. Make sure your prices and discounts are the same on your website, mobile app, social media, and anywhere else you sell your products or services. Use consistent language and branding in all communications.

Ignoring customer feedback

Neglecting to listen to customer opinions and experiences can lead to missed opportunities for improvement and may harm your reputation. This can decrease customer loyalty and lead to negative reviews.

Avoid this pitfall by regularly soliciting feedback — encourage customers to share their thoughts through surveys, reviews, or direct contact. Then, and this is crucial, act on the insights you gather from that feedback. Respond to feedback professionally and thank customers for their input. Then, use it to make adjustments to your cross-selling approach.

OpenDesk: Automated customer support that unlocks insights you need to cross-sell like never before

We've talked quite a bit about how important customer data is to cross-selling strategies.

Now, let's talk about OpenDesk, a customer support automation app for Shopify business owners that unlocks even more potential for your brand.

OpenDesk uses real-time customer data to give you the actionable insights you need to provide better support. That means:

• Faster, prioritized support for the right customers
• More accurate customer solutions by addressing issues at the source and at scale
• More personalized support to capitalize on potential sales and loss prevention opportunities

You get customer insights that help you drive retention and grow your business — by offering better support and powering your cross-selling strategies. Customer data is the engine that drives it all.

Setup with OpenDesk is simple and takes less than three minutes to get started — watch how it works.