{"id":1553342,"date":"2025-06-01T05:00:25","date_gmt":"2025-06-01T09:00:25","guid":{"rendered":"https:\/\/www.practicalecommerce.com\/?p=1553342"},"modified":"2025-06-01T06:07:38","modified_gmt":"2025-06-01T10:07:38","slug":"cross-sell-tactics-of-top-dtc-brands","status":"publish","type":"post","link":"https:\/\/www.practicalecommerce.com\/cross-sell-tactics-of-top-dtc-brands","title":{"rendered":"Cross-sell Tactics of Top DTC Brands"},"content":{"rendered":"<p class=\"ai-optimize-6 ai-optimize-introduction\">Cross-selling helps merchants increase average order values while improving the shopping experience.<\/p>\n<p class=\"ai-optimize-7\">There are many ways to cross-sell on an ecommerce site. My just-completed analysis of 40 direct-to-consumer brands revealed several common techniques. None of the methods is new; many have existed in some form for decades, before ecommerce.<\/p>\n<p class=\"ai-optimize-10\">The most popular cross-selling features on top DTC sites are the very ones available in leading ecommerce platforms. Hence nearly any online shop can cross-sell and even outperform leading DTCs with a bit of creativity.<\/p>\n<h3 class=\"ai-optimize-11\">Product Bundles<\/h3>\n<p class=\"ai-optimize-12\">Grouping related products in a <a href=\"https:\/\/www.practicalecommerce.com\/test-product-bundles-to-boost-profits\">bundle<\/a> typically increases average order values \u2014 the purpose of cross-selling. Plus, shoppers benefit from lower per-item prices.<\/p>\n<div id=\"attachment_1553343\" style=\"width: 580px\" class=\"wp-caption alignnone\"><a href=\"https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2025\/05\/052725-glossier-bundles.jpg\" target=\"_blank\" rel=\"nofollow noopener\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-1553343\" class=\"wp-image-1553343 size-large\" title=\"Screenshot of a cosmetics bundle on Glossier\" src=\"https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2025\/05\/052725-glossier-bundles-570x370.jpg\" alt=\"Screenshot of a cosmetics bundle on Glossier\" width=\"570\" height=\"370\" srcset=\"https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2025\/05\/052725-glossier-bundles-570x370.jpg 570w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2025\/05\/052725-glossier-bundles-300x195.jpg 300w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2025\/05\/052725-glossier-bundles-768x498.jpg 768w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2025\/05\/052725-glossier-bundles.jpg 1500w\" sizes=\"auto, (max-width: 570px) 100vw, 570px\" \/><\/a><p id=\"caption-attachment-1553343\" class=\"wp-caption-text\">Glossier was one of several online stores featuring bundled sets and even allowed shoppers to create their own sets for a discount.<\/p><\/div>\n<p class=\"ai-optimize-13\">Product bundling:<\/p>\n<ul>\n<li class=\"ai-optimize-14\">Highlights value via an overall discount.<\/li>\n<li class=\"ai-optimize-14\">Simplifies merchandising and reduces decision fatigue for some shoppers.<\/li>\n<li class=\"ai-optimize-14\">Offers a complete solution to a shopper&#8217;s problem or need.<\/li>\n<\/ul>\n<p class=\"ai-optimize-15\">Of the 40 DTC sites reviewed, bundling was the most commonly used form, deployed on <a href=\"https:\/\/www.glossier.com\/collections\/sets?parent_collection=skincare\">Glossier<\/a> (skincare), <a href=\"https:\/\/www.brooklinen.com\/pages\/all-bundles\">Brooklinen<\/a>\u00a0(bath and bedding), <a href=\"https:\/\/judy.co\/collections\/bundles\">Judy<\/a> (home emergency goods), <a href=\"https:\/\/shopmaude.com\/collections\/matching-sets\">Maude<\/a>\u00a0(apparel), and many more sites.<\/p>\n<p class=\"ai-optimize-6\">Glossier refers to bundles as &#8220;sets&#8221; and allows shoppers to build their own. Brooklinen&#8217;s bundles are value-driven with substantial discounts. On Judy, product bundles are &#8220;kits.&#8221; Maude calls them &#8220;matching sets.&#8221;<\/p>\n<div id=\"attachment_1553344\" style=\"width: 580px\" class=\"wp-caption alignnone\"><a href=\"https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2025\/05\/052725-brooklinen-bundles.jpg\" target=\"_blank\" rel=\"noopener\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-1553344\" class=\"wp-image-1553344 size-large\" title=\"Screenshot of bundled linens at Brooklinen\" src=\"https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2025\/05\/052725-brooklinen-bundles-570x445.jpg\" alt=\"Screenshot of bundled linens at Brooklinen\" width=\"570\" height=\"445\" srcset=\"https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2025\/05\/052725-brooklinen-bundles-570x445.jpg 570w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2025\/05\/052725-brooklinen-bundles-300x234.jpg 300w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2025\/05\/052725-brooklinen-bundles-768x599.jpg 768w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2025\/05\/052725-brooklinen-bundles.jpg 1500w\" sizes=\"auto, (max-width: 570px) 100vw, 570px\" \/><\/a><p id=\"caption-attachment-1553344\" class=\"wp-caption-text\">Discount-driven bundles, such as this example from Brooklinen, were the most popular tactic among the sites reviewed.<\/p><\/div>\n<h3 class=\"ai-optimize-19\">Shopping Cart Offers<\/h3>\n<p class=\"ai-optimize-20\">Several DTC brands placed recommendations \u2014 &#8220;you might also like&#8221; \u2014 on <a href=\"https:\/\/www.practicalecommerce.com\/how-to-optimize-full-funnel-product-pages\">product detail pages<\/a> and, surprisingly, directly in the shopping cart or similar interface.<\/p>\n<p class=\"ai-optimize-21\">For example, a shopper who adds an item to the <a href=\"https:\/\/www.allbirds.com\/\">Allbirds<\/a> (shoes) shopping cart sees a modal offering similar items. Allbirds also offers similar items in the checkout process, such as socks for running shoes.<\/p>\n<div id=\"attachment_1553346\" style=\"width: 580px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-1553346\" class=\"size-large wp-image-1553346\" src=\"https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2025\/05\/052725-allbirds-cart-offer-570x459.jpg\" alt=\"\" width=\"570\" height=\"459\" srcset=\"https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2025\/05\/052725-allbirds-cart-offer-570x459.jpg 570w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2025\/05\/052725-allbirds-cart-offer-300x242.jpg 300w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2025\/05\/052725-allbirds-cart-offer-768x619.jpg 768w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2025\/05\/052725-allbirds-cart-offer.jpg 1500w\" sizes=\"auto, (max-width: 570px) 100vw, 570px\" \/><p id=\"caption-attachment-1553346\" class=\"wp-caption-text\">Allbirds product recommendations also appear at the bottom of the slide-out shopping cart.<\/p><\/div>\n<p class=\"ai-optimize-23\">Kitchenware brand <a href=\"https:\/\/www.carawayhome.com\/\">Caraway<\/a> includes a content slider with several related products at the bottom of its checkout.<\/p>\n<p class=\"ai-optimize-6\">Placing product recommendations in the checkout flow creates a low-friction cross-sell offer precisely when shoppers are in buying mode.<\/p>\n<div id=\"attachment_1553347\" style=\"width: 580px\" class=\"wp-caption alignnone\"><a href=\"https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2025\/05\/052725-caraway-cart-offer.jpg\" target=\"_blank\" rel=\"nofollow noopener\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-1553347\" class=\"wp-image-1553347 size-large\" title=\"Screenshot of Caraway's slideout recommendations\" src=\"https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2025\/05\/052725-caraway-cart-offer-570x354.jpg\" alt=\"Screenshot of Caraway's slideout recommendations\" width=\"570\" height=\"354\" srcset=\"https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2025\/05\/052725-caraway-cart-offer-570x354.jpg 570w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2025\/05\/052725-caraway-cart-offer-300x186.jpg 300w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2025\/05\/052725-caraway-cart-offer-768x477.jpg 768w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2025\/05\/052725-caraway-cart-offer.jpg 1500w\" sizes=\"auto, (max-width: 570px) 100vw, 570px\" \/><\/a><p id=\"caption-attachment-1553347\" class=\"wp-caption-text\">Caraway places recommendations at the bottom of its slide-out shopping cart.<\/p><\/div>\n<h3 class=\"ai-optimize-26\">Threshold-based Incentives<\/h3>\n<p class=\"ai-optimize-27\">The classic &#8220;spend X and get free shipping&#8221; tactic, or at least a variation, remains popular.<\/p>\n<p class=\"ai-optimize-28\">The DTC brands I reviewed mostly used threshold-based incentives for <a href=\"https:\/\/www.practicalecommerce.com\/how-to-offer-free-shipping-without-going-broke\">free shipping<\/a>, but some offered a gift instead. The free item was meaningful and thematically aligned with the shop or products.<\/p>\n<p class=\"ai-optimize-29\">For example, <a href=\"https:\/\/lovevery.com\/\">Lovevery<\/a>, which sells educational toys, offers free access to its app with the purchase of a play kit \u2014 essentially a revenue threshold.<\/p>\n<p class=\"ai-optimize-7\">DTC brands typically displayed the threshold-based incentives at the top of the page, a common feature of Shopify themes. Others also placed the incentive on product detail pages.<\/p>\n<p class=\"ai-optimize-6\">Yet <a href=\"https:\/\/www.threeshipsbeauty.com\/\">Three Ships<\/a>, a skincare brand, displayed its threshold-based incentives in the shopping cart. Shoppers receive free shipping at $49.99, free samples at $65, and a travel pouch at $85. (The incentives are cumulative: a purchase of $85 earns all three items.)<\/p>\n<div id=\"attachment_1553350\" style=\"width: 580px\" class=\"wp-caption alignnone\"><a href=\"https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2025\/05\/052825-three-ships-threshold.jpg\" target=\"_blank\" rel=\"nofollow noopener\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-1553350\" class=\"wp-image-1553350 size-large\" title=\"Screenshot from Three Ships of the three thresholds.\" src=\"https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2025\/05\/052825-three-ships-threshold-570x276.jpg\" alt=\"Screenshot from Three Ships of the three thresholds.\" width=\"570\" height=\"276\" srcset=\"https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2025\/05\/052825-three-ships-threshold-570x276.jpg 570w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2025\/05\/052825-three-ships-threshold-300x145.jpg 300w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2025\/05\/052825-three-ships-threshold-768x371.jpg 768w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2025\/05\/052825-three-ships-threshold.jpg 1500w\" sizes=\"auto, (max-width: 570px) 100vw, 570px\" \/><\/a><p id=\"caption-attachment-1553350\" class=\"wp-caption-text\">Three Ships offers cumulative rewards for spending more.<\/p><\/div>\n<h3 class=\"ai-optimize-32\">Ecommerce Platforms<\/h3>\n<p class=\"ai-optimize-33\">While they vary in colors, fonts, and imagery, DTC sites employ similar cross-selling techniques \u2014 proven, tried-and-true methods refined over decades of retailing.<\/p>\n<p class=\"ai-optimize-6\">Another reason bundles, recommendations, and incentives are popular is that they are easy to launch. Leading ecommerce platforms include the features, or facilitate related plugins and external tools.<\/p>\n<h3 class=\"ai-optimize-36\">Opportunity<\/h3>\n<p class=\"ai-optimize-37\">The takeaway for small and mid-sized businesses is two-fold.<\/p>\n<p class=\"ai-optimize-38\">First, emulating the cross-selling tactics of top DTC brands may be as simple as leveraging the ecommerce platform. Compelling cross-selling opportunities exist and are easily implemented.<\/p>\n<p class=\"ai-optimize-39\">Second, there is an opportunity for innovation. Not many sites are cross-selling beyond the platform or after the sale.<\/p>\n<p class=\"ai-optimize-40\">For example, ecommerce merchants could use SMS or the emerging <a href=\"https:\/\/www.practicalecommerce.com\/rcs-interactive-texts-boost-ecommerce\">Rich Communication Services<\/a> to promote add-on products, &#8220;complete the set,&#8221; or upgrade to a subscription and save 10%.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Our just-completed analysis of 40 direct-to-consumer brands revealed several cross-selling techniques.<\/p>\n","protected":false},"author":391,"featured_media":1553413,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":"","_wp_rev_ctl_limit":""},"categories":[58302],"tags":[],"class_list":["post-1553342","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-checkout",""],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v25.2 (Yoast SEO v25.2) - 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