Ecommerce cross selling is an effective combination of intuitiveness with increasing sales on the Internet. It is usually based on showing the customer, on the product card or in the shopping cart, additional offers from the assortment which interact with the selected product and complement it. For instance, for a smartphone such accessories would be memory card or decorative case. These are elements which were not the original goal for the customer, but by the very fact of linking them with the selected product and displaying them in his company, they became a complement to shopping. The correct application of cross-selling techniques brings numerous benefits to online stores, which will be presented in this article.
Ecommerce cross selling increases sales
The main effect of a well implemented ecommerce cross-selling is an increase in sales on the Internet store. According to Forrester’s estimates, additional product proposals generate about 10-30% of turnover in the e-commerce sector. The increased sales result from the fact that by offering the customer products that complement his or her choice, profits within a single sale are maximized. In one place all the user’s needs are fulfilled, and thus a given online store will receive all the amount that the customer was able to spend on shopping, and not only the amount for the basic product. We make sure that it is with us that the purchases will be fully realized, because the customer had proposed products, which without cross-selling he would probably not find. Thanks to this, they will not leave their search for the competition.
An acquired client spends more
In addition, it is worth remembering that the largest part of the cost of obtaining income in an online store is customer acquisition. When a user is interested in buying a product and decides to pay for it, the effect of the so-called “open wallet” occurs. This means that the customer is more likely to buy a small addition related to his order, because he is ready to enter the transaction and ready to spend money. Thus, the value of his shopping cart, which was originally intended to contain only the basic product, will increase.
Lower logistics costs
Another advantage of good cross-selling is the reduction of shipping and logistics costs. Larger orders often allow stores to save on time and costs of packaging or shipping. Ordered products are economically placed in one package, which otherwise could only be partially filled.
How do the famous stores do that?
A perfect example of good cross-selling is Amazon, which sets trends in e-commerce. 35% of their turnover comes from the use of cross-selling techniques. This Internet sales giant uses different types of cross-selling. First of all, it offers proposals linked to a given product both on the product card and in the shopping cart. The products proposed in the shopping cart are selected on the basis of previous behaviors in the store, e.g. to a customer interested in a given addition, but ultimately not deciding to buy it, it will be displayed again. The user gets only such proposals that actually correspond to his needs. This technique increases the probability that the store will improve its conversion and achieve maximum sales profits.
In conclusion, a good cross selling has positive effects both for the store and its users. The store increases the value of the transaction without paying additional costs, thus achieving better financial results, while the customers are given the choice to buy the product they are interested in, with or without an addition.
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