Boost cross-selling directly from the search experience to leverage your customers’ purchase intent and recommend similar or complementary products alongside their results.

Cross-selling from search can be a powerful strategy to drive additional sales, increase average order value, and deliver a more relevant and seamless shopping experience.

In any e-commerce store, there’s a decisive moment that shapes the entire customer journey: the search. Why? Because this is the moment when the customer clearly states what they want and need.

It’s not just about showing results, it’s about enhancing them with intelligent recommendations that turn a simple query into a real sales opportunity.

What is cross-selling?

Cross-selling consists of offering customers related products during their purchase process, based on the item they are searching for.

When a customer looks for a specific product to add to their cart, they can also discover other items in your online store that may interest them because they complement what they intend to buy.

When done effectively, cross-selling not only increases revenue but also boosts customer satisfaction among both new and returning buyers.

Source: Shopify

Cross-selling from product search

The search bar is the space where customers express their true purchase intent. When they type a keyword, there is already interest, urgency, or a clear need driving them to your store.

This is why the search function is not just a utility; it’s a goldmine of commercial signals that can strengthen your e-commerce strategy.

Implementing cross-selling from search results allows your online store to:

• Anticipate complementary products based on search keywords.
• Offer relevant alternatives without interrupting the customer journey.
• Display items that add value, usefulness, or convenience.

By enhancing search results with similar or complementary products, you increase the likelihood of generating an additional sale.

Amazon attributes up to 35% of its sales to cross-selling through features like “Customers who bought this item also bought” and “Frequently bought together” on each product page.

Source: Shopify

Strategic benefits of search-integrated cross-selling

• Higher AOV. Customers discover not only the product they were searching for, but also items that enhance, complement, or elevate it.
• Broader product exposure. Users are introduced to products that may not have been on their original list.
• Smoother customer journey. Fewer clicks, less friction, and more relevant recommendations.
• Improved engagement. A smart search experience boosts interaction and reduces drop-offs.
• Actionable insights. Suggested complementary products provide valuable data on buying patterns and customer preferences.

How does cross-selling from search work in practice?

Integrating complementary products directly into search results allows customers to make better decisions in less time. This can be reflected in:

• Complementary product carousels
• Dynamic recommendations based on keywords
• Strategic placement on product pages or in the shopping cart
• Customer and product insights to ensure suggestions are relevant, not intrusive

Example:

• A customer searches for “OSB board”.
• The search engine suggests: screws, safety gloves, and other options within the category.
• Result: Higher value per visit and a more complete purchase.

Best practices for implementing cross-selling

• Personalization is key. Generate personalized product recommendations based on customer data, behavior, and purchase history.
• Relevant and complementary products. Cross-selling is most effective when the suggested products naturally complement the main item and offer clear added value.
• Timing matters. Use the customer’s journey strategically to present offers when they are most likely to convert.
• Focus on benefits. Instead of only listing features, explain how the additional product improves the customer’s experience.

Conclusion

The search bar is no longer just a functional tool; it has become a strategic sales channel.

Implementing cross-selling directly from search turns every query into a profitable opportunity, enhances the customer experience, and strengthens e-commerce efficiency with data-driven decisions.