Cross-selling and upselling: How to scale your e-commerce with data intelligence

In the world of e-commerce, making a sale is only half the game. The other half, and the one many underestimate, is how to get each customer to buy more, better, and faster. That’s where two strategies come into play which, when fueled by data, can become your best allies: cross-selling and upselling. It’s not just about “recommending products” randomly. 

But if you also add Retail Media to the mix, your ability to scale multiplies. We're talking about leveraging product data, performance metrics, and shopping context to optimize everything from your catalog to the final impression of your ad. We're talking about well-thought-out technical structures, optimized dynamic feeds, and platforms like Amazon or TikTok Shop that, when properly configured, can work magic.

TABLE OF CONTENTS

• What is cross-selling and upselling?

• How to combine cross-selling and upselling to maximize sales

• Benefits of applying cross-selling and upselling in your e-commerce

• The role of Retail Media in the equation
• Use case: an integrated vision

What is cross-selling and upselling?

 Cross-selling and upselling are two key strategies to increase sales and the average order value (AOV) in e-commerce. When applied effectively, both techniques not only boost revenue but also enhance the customer experience by offering genuinely valuable products or services.

Cross-selling

Cross-selling consists of offering customers complementary products to their main purchase, both before and after the transaction. For example, if a customer adds a t-shirt to their cart, you can suggest jeans or matching accessories before they complete the purchase. This technique increases items per cart and helps move inventory, while also improving satisfaction by anticipating customer needs.

Cross-selling examples for e-commerce:

• Suggesting peripherals or accessories (like cases, chargers, or covers) when someone buys a tech device.
• Offering product bundles at a special price to encourage combined purchases.
• Displaying “customers also bought” suggestions to inspire further shopping.
• Proposing related services like insurance or maintenance alongside the main product.

Upselling

Upselling involves persuading the customer to choose a more advanced or premium version of the product they initially had in mind. For instance, if they pick a basic subscription, you can suggest the premium plan with added features, clearly outlining the benefits.

Keys to effective upselling:

• Offer relevant, value-added products, not just more expensive ones.
• Clearly highlight the superior product’s benefits (e.g., greater capacity, exclusive features, better performance).
• Limit upsell options to avoid overwhelming the customer; one or two alternatives are enough.
• Incentivize upsells with discounts, free shipping, or added perks.
• Show the offer at the right time, ideally after the customer commits to buying but before they finalize checkout.

In today’s competitive digital market, maximizing customer value isn’t just a strategy, it’s a necessity. Cross-selling and upselling are proven ways to increase Customer Lifetime Value (CLV), but their full power is unleashed when combined with data intelligence and Retail Media tools.

But... how can you scale these strategies without relying solely on gut feeling?

Data intelligence: the key to effective cross-/upselling

Connecting your e-commerce to advanced analytics platforms allows you to identify behavior patterns and build dynamic recommendation rules. For example:

• Intent-based segmentation: predictive models help you identify users likely to accept an upsell based on behavior (browsing time, purchase history, etc.).
• Smart bundles: combine frequently bought products into a seamless purchase experience (e.g., shoes + insoles + waterproofing spray).
• CRM-triggered automations: launch email or notification campaigns when the user is most receptive.

Which products are bought together? Which variants convert better? What’s the ideal upgrade price point?

You can extract all of this from your CRM, GA4, Looker, or directly from Adsmurai dashboards.

Data intelligence: the key to effective cross-/upselling

Connecting your e-commerce with advanced analytics platforms allows you to identify behavioral patterns and set up dynamic recommendation rules. Examples include:

• Intent-based segmentation: use predictive models to identify customers more likely to accept an upsell, based on actions like time on site, cart behavior, or past purchases.
• Smart bundles: combine products frequently bought together into one seamless offer (e.g., sneakers + insoles + waterproof spray).
• CRM-triggered automations: launch email or push campaigns when a customer is most receptive.

Which products are frequently purchased together? Which variants have higher conversion? What’s the best price point for an upgrade?

All this can be extracted from your CRM, GA4, Looker, or directly from Adsmurai dashboards.

How to combine cross-selling and upselling to maximize sales

Combining both strategies can significantly increase your online store’s average ticket and enhance the buying experience:

• Deep customer understanding: analyze behavior and preferences to personalize suggestions and increase acceptance.
• Segmentation and personalization: use purchase history to offer highly relevant products and services to each profile.
• Clear communication: explain why the recommended product is valuable and how it improves the user experience.
• Automation: use platforms and tools that automate cross-/upsell recommendations based on behavior and rules.

Benefits of applying cross-selling and upselling in your e-commerce

• Increase the average order value.
• Improve customer satisfaction and loyalty.
• Help move less demanded or higher-margin products.
• Create a more complete and personalized shopping experience.

Implementing intelligent, personalized cross-/upsell strategies is key to boosting revenue, improving profitability, and building lasting relationships with your customers.

The role of Retail Media in the equation

Retail Media, advertising within marketplaces or retailer platforms like Amazon, Carrefour, or Walmart, is a strategic catalyst for cross-selling and upselling:

• Promote complementary products in real time: show accessory ads on the base product page. Include these promotions in your strategy.
• Activate campaigns based on past purchase behavior, using first-party data to deliver high-precision impact.
• Support new product launches or premium versions within the same shopping environment.

When combined with tech solutions like Adsmurai Marketing Platform—which unify data, dynamic creatives, and cross-channel automation—the optimization cycle becomes exponential.

Use case: an integrated vision

Imagine a consumer electronics brand selling headphones. Thanks to data intelligence:

• It detects that buyers of low-end models often return after 3 months looking for protective cases or Bluetooth adapters.
• It launches automated cross-sell campaigns on its website and marketplaces using Retail Media.
• When a customer shows repurchase intent, it offers a premium model with a personalized offer (upsell) via email and social ads.
• The entire process is tracked, optimized, and visualized in a performance dashboard.

The future of e-commerce lies in strategies that combine creativity, technology, and data. Cross-selling and upselling are powerful tactics, but their impact multiplies when integrated into an intelligent data infrastructure and an omnichannel approach where Retail Media plays a strategic role.

Is your brand ready to scale e-commerce with intelligence? At Adsmurai, we help you connect the dots so your campaigns are more efficient, profitable, and personalized.