Cross-Sell is a sales tactic that encourages people to buy more products by offering items related to what they are already buying. For example, if someone is buying a dress from your store, you can offer them to also get a matching purse, shoes, and other accessories that are sold in your store.

Cross-Sell is usually perceived as a natural step in the buying process rather than an obtrusive hard-selling method. People see value in such offers as they understand how they might need the promoted product.

Here are some of the advantages Cross-Sell has:

• Generating higher revenue: if you increase the order value of just some clients by a humble 15%, you are unlocking a considerable amount of otherwise missed revenue.
• Showcase products from other collections: even if people do not buy the promoted product, they will most likely remember that your store has it the next time they need it.
• Improving customer experience: it’s not only the price or quality that people consider when deciding whether to buy from a store again. They also think about how fast, effortless, and pleasant their experience was. If your store is remembered as a great place that conveniently offers the products they need, people will visit your web store again instead of looking for alternatives.

Traditionally, Facebook and Google are the go-to platforms for eCommerce business owners, as they offer rich digital marketing opportunities, Cross-Sell is no exception. Let’s have a look at how this tactic works on these platforms.

Cross-Sell on Facebook

Facebook enables you to Cross-Sell the products even after the purchase has been completed, and the person has already left your website. Facebook dynamic ads will show complementary products based on the order history on Facebook, Instagram, and other related placements. The ad is shown to people that have purchased a product from your web store within 30 days.

You can always automate your Cross-Sell ads on Facebook with Adwisely. To get started, you first need to create at least two complementary collections with a minimum of five products in each. Later, the app’s algorithms analyze the order history of your store. When there are users that you can target, the app will inform you. The algorithms also analyze which products people usually buy together to offer them in the ads for higher conversion rate.

Learn more about Adwisely-powered Cross-Sell ads on Facebook.

Cross-Sell on Google

Google is another great platform for Cross-Sell ads. Here you can target both people who are actively searching for products and casual internet browsers that may be open to considering your offer, especially since they have previously expressed their interest in your products. One of the best ways to Cross-Sell on this platform is by using Google Customer Match. This tool enables you to reach your existing customers with your ads on the Search Network, Shopping tab, Gmail, YouTube, and Display Network.

Google Customer Match lets you upload emails, names and surnames, mailing addresses, and phone numbers received from your clients. You can create different lists depending on the types of products people purchased to later target them in your Cross-Sell campaigns.

Both Facebook and Google have rich Cross-Sell capabilities for growing your business. Instead of focusing on which platform is better, we suggest exploring the opportunities on both of them.

Not quite, even though both techniques have a common objective — to encourage a prospect to spend more while enhancing their experience. The difference between these two tactics lies in what exactly a buyer is being offered. Cross-Selling is about suggesting a complementary product to the one that is being or has been purchased. Upselling, on the other hand, aims at increasing the value of the purchase by motivating people to buy the product’s more expensive version.

For example:

• Cross-Sell: a user is buying sneakers, and you’re offering them to purchase a special shoe cleaning kit. In the end, your customer purchases two (or more) products.
• Upsell: a person is buying a pair of sneakers, and you’re offering them a more expensive pair. In the end, your customer can purchase one product that has a higher value than the one they were initially checking.

Upsell is a tactic designed to encourage people to spend more by offering them the most expensive version of the product they are interested in.

Here are several examples of Upsell in eCommerce:

1. Jenny is about to buy a 300-gram bag of coffee, and you offer her a 500-gram bag for only $3 more.
2. Nancy is checking out an iPhone 11, and you’re motivating her to buy iPhone 12 Pro.
3. Tom is buying a paperback book, and you’re letting him know that he can buy the same book in hardcover.

You can use Facebook and Google ad platforms for Upsell just as you would use them for Cross-Sell since the main difference between these tactics is only what is being promoted.

Both Cross-Sell and Upsell campaigns can be automated on Facebook and Google with Adwisely. To run such ads, install and set up the app, and reach out to your personal advertising manager to find out what are your best options.

Learn more about automating ads and why store owners and digital marketers choose Adwisely in this article.