What is cross-selling?

Cross-selling is a sales technique where a business recommends related or complementary products or services to a customer who is already purchasing or considering a product. The goal is to help customers discover useful additional products while potentially increasing the value of each order.

For example, if a B2B customer purchases a commercial printer, an eCommerce business might recommend compatible ink cartridges, paper, maintenance supplies, or extended support services.

Common cross-selling approaches include:

• Complementary products – Items that work with the customer’s selected product.
• Frequently bought together – Products commonly purchased by similar customers.
• Accessories and supplies – Additional items needed to use or maintain a product.
• Related services – Installation, maintenance, training, or support.
• Personalized recommendations – Products suggested based on purchasing history or account behavior.

In B2B eCommerce, cross-selling can be particularly useful because businesses often purchase related products repeatedly or in larger quantities. For example, a wholesale customer ordering packaging machines may also need packaging materials and replacement components.

Effective cross-selling should be relevant to the customer’s needs rather than simply promoting additional products. AI and customer analytics can help identify suitable recommendations based on order history, product relationships, and purchasing patterns.