The Magic Behind Successful Complementary Product Pricing
The Magic Behind Successful Complementary Product Pricing
Pricing isn’t just about the main product. How you price add-ons, accessories, or “complete the look” items can significantly increase average order value (AOV), improve conversions, and enhance customer satisfaction.
Understanding Complementary Products in Ecommerce
What Are Complementary Products?
Complementary products are items that add value when purchased together with a core item. They enhance the customer’s experience, making the purchase feel complete.
- Examples: a phone case or screen protector with a smartphone, skincare serums with moisturizers, coffee maker with branded pods.
- These products work together either functionally or aesthetically, increasing perceived value when bought together.
Complementary vs Substitutes
- Complementary products: Buying one increases the likelihood of buying the other, such as a camera and a memory card.
- Substitute products: These replace each other, like a DSLR camera versus a smartphone camera. The pricing approach for substitutes is very different.
Why Complementary Products Fit Ecommerce
- Use real-time data to suggest add-ons based on shopper behavior.
- Automate cross-sells on product pages, in carts, and during checkout.
- Test and optimize pricing or placement without changing physical stores.
When done right, complementary product pricing feels like helpful service rather than a pushy upsell.
Why Complementary Product Pricing Matters
- Increase Average Order Value (AOV): Small add-ons naturally raise total spend.
- Improve Conversion Rates: Bundles and transparent pricing reduce buying friction.
- Boost Customer Satisfaction: Shoppers feel understood when the brand anticipates their needs.
- Enable Cross-Selling and Upselling: Well-priced complementary products support both tactics.
Pricing Models for Complementary Products
Bundling
Combine core and complementary products into a single bundle at a discounted price, increasing perceived value.
Example: A grooming brand offering multiple products together plus a bonus membership at a lower total price.
Premium Pricing for High-Value Accessories
Position complementary products as premium lifestyle upgrades, focusing on quality rather than being the cheapest option.
Example: A brand like Bellroy pricing accessories as luxury add-ons to core products.
Discounted Add-Ons with Main Purchase
Offer add-ons at a reduced price when purchased with the main product.
Example: Bose offering discounted accessories when buying premium headphones.
How to Identify the Best Complementary Products
Using Purchase History and Behavioral Data
- Analyze which products customers already purchase together.
- Identify commonly abandoned accessories to adjust pricing or placement.
- Track browsing behavior and repeat purchases to uncover natural pairings.
Seasonal and Trend-Based Complementary Products
- Promote items that match current seasons or market trends.
- Examples: sunscreen in summer, hydrating masks in winter, or accessories for newly launched phones.
Displaying and Promoting Complementary Products
Cart-Level Placement
Show relevant add-ons after a customer adds a core product to their cart.
Example: GoPro suggesting accessories and free or discounted add-ons after adding a camera to the cart.
Personalized Product Page Recommendations
Feature complementary products on product pages with prompts like “Complete the Look” or “Perfect Your Routine.” Keep the list concise — 2 to 4 items is ideal.
Measuring Effectiveness of Complementary Product Pricing
- Attachment Rate: Percentage of orders that include at least one complementary product.
- AOV (Average Order Value): Track whether add-ons and bundles increase total spend.
- Upsell / Cross-sell Conversion Rate: Monitor how often shoppers choose suggested add-ons.
Run A/B tests to refine pricing, placement, and messaging to maximize performance.
Conclusion
A strong complementary product pricing strategy:
- Identifies natural product pairings.
- Applies the right pricing model — bundle, premium, or discount.
- Places suggestions at the right customer touchpoints like carts or product pages.
- Leverages data to fine-tune discounts and timing.
- Tracks attachment rates, AOV, and conversion metrics.
When done well, this approach increases revenue while making customers feel served, not pressured.