Pricing is one of the most powerful levers in ecommerce – and it doesn’t just apply to the main product in a shopper’s cart. The way you price complementary products – those accessories, add-ons, and “complete the look” items that are purchased alongside – can significantly increase average order value (AOV), boost conversion rates, and improve customer satisfaction.
Many merchants underestimate this lever. They focus on optimizing core product prices while treating add-ons as an afterthought. The result? Missed revenue opportunities, inconsistent customer experience, and weaker cross-sell and upsell performance.
We’ll break down complementary product pricing strategies: what they are, why they matter, and how to apply them effectively across your ecommerce store. We’ll walk through pricing models, placement tactics, and measurement strategies so you can confidently use complementary products to grow revenue without eroding margins.
Run effortless A/B tests on your Shopify product pages to uncover the offers that maximize conversions and profit.
Start Testing Your Prices TodayBefore you can price complementary products effectively, you need to define what they are — and just as importantly, what they’re not.
Complementary products are items that add value when purchased together with a core product. They enhance utility, improve the customer experience, or help shoppers get more out of their main purchase.
The key is that the products complement each other functionally or aesthetically – making the whole purchase more valuable than the sum of its parts.
It’s important not to confuse complementary products with substitute products.
This distinction matters because the pricing dynamics are completely different. Complementary product pricing should encourage attachment – substitutes require positioning to prevent cannibalization.
Ecommerce is uniquely suited to complementary product strategies because of the ability to:
When done well, complementary product pricing doesn’t feel pushy – it feels helpful. Shoppers get a smoother, more complete experience while merchants unlock higher AOV and stronger customer loyalty.
Complementary products aren’t just a way to “add extras” – when priced and positioned correctly, they become a critical growth lever for ecommerce brands.
Strategic complementary product pricing impacts three core business outcomes:
Shoppers who might only spend $50 on a core item can be nudged to $70 or $80 with well-priced add-ons. For example:
By pricing complementary products to feel like a natural extension of the main item — not a stretch – merchants can reliably lift AOV.
Complementary product pricing also removes friction at the decision stage.
Baymard Institute research shows that unexpected costs are a top reason for cart abandonment. By clearly presenting fair, complementary product prices upfront, merchants reduce these negative surprises and increase conversions.
When priced correctly, complementary products make shoppers feel they’ve made a smarter, more complete purchase.
This isn’t just about driving short-term revenue – it builds trust and loyalty. Shoppers are more likely to return if they feel you’ve anticipated their needs.
Complementary product pricing also underpins two of the most profitable ecommerce tactics:
Done right, these strategies expand the value of every transaction and deepen the relationship between customer and brand.
The takeaway: Complementary product pricing is not just about squeezing extra dollars from a purchase. It’s about enhancing the customer journey, building loyalty, and positioning your brand as the one that “gets it right” when it comes to shopper needs.
Once you’ve identified which complementary products to promote, the next challenge is deciding how to price them. The right pricing model ensures add-ons feel like valuable enhancements rather than expensive extras. Below are the most common approaches for ecommerce merchants.
Beardbrand used bundling to turn a large collection of products into a compelling value offer. Their Ultimate Grooming Bundle includes 11 products normally priced at $336 combined, offered at a 25% discount for a bundle price of $252. They also added a lifetime membership to the Beardbrand Alliance (valued at $90) to boost perceived value with no substantial cost. The result: a nearly 27% increase in advertised value and smoother conversions.
Why It Works
Takeaway: Bundling complementary products – not just selling them individually – creates more perceived value, simplifies purchasing decisions, and boosts AOV without extra overhead. Beardbrand’s approach shows how to elevate customer experience and brand identity with smart packaging.
Run effortless A/B tests on your Shopify product pages to uncover the offers that maximize conversions and profit.
Start Testing Your Prices TodayBellroy, the premium accessories brand, showcases this approach with its luggage line. When browsing a product like the Transit Workpack, shoppers are shown complementary items such as the Tech Kit ($59) or Venture Sling ($129). Instead of discounting these add-ons, Bellroy leans on premium pricing and highlights craftsmanship, organization, and lifestyle alignment.
Why It Works
Takeaway: Premium complementary pricing doesn’t just grow average order value (AOV); it strengthens brand equity by ensuring accessories live up to the expectations set by the core product.
Bose often runs promotions where customers purchasing premium headphones can add accessories – like carrying cases, charging docks, or replacement ear cushions – at a discounted rate. For example, a $49 case may be offered for $29 when bundled with a new set of headphones.
Why It Works
Takeaway: Bundling discounted add-ons with the main purchase taps into customers’ desire for convenience and savings. By framing accessories as a limited-time upgrade opportunity, you increase average order value while making shoppers feel they’re getting a personalized deal.
Not every product pairing will boost your AOV. The key is identifying the add-ons that feel natural and valuable to your customers. Here are two data-driven ways to do it:
Look at what customers already tend to buy together. For example, if shoppers who purchase running shoes also buy moisture-wicking socks within the same month, you can proactively bundle socks as an add-on at checkout. Behavioral data like browsing paths, items abandoned in carts, and repeat purchase frequency reveal which add-ons resonate most. This ensures you’re not just guessing but aligning offers with actual buying habits.
Complementary products aren’t static, they shift with seasons and trends. A skincare brand, for instance, might promote sunscreen as a summer add-on or hydrating masks during winter. Similarly, trend-driven products (like phone accessories for a newly released model) can act as limited-time add-ons that feel urgent and relevant. By aligning complementary offers with timing and demand, you maximize both relevance and conversion.
Takeaway: The best add-ons feel like thoughtful recommendations, not upsells. When data and timing guide your complementary offers, customers see them as value-added suggestions – driving higher AOV without friction.
When customers add a GoPro camera to their cart, the brand immediately offers both a free one-year GoPro Premium subscription (auto-renewing) and relevant accessories such as media mods, remotes, and tripods – all priced with cross-sell discounts.
Why It Works
On product detail pages (like the TUSHY Classic 3.0), carts and checkout flows, TUSHY features a “Perfect Your Routine” section. It showcases complementary accessories such as the TUSHY Travel bidet or TUSHY Ottoman stool, perfectly aligning with their main product.
Why It Works
Offering complementary products is one thing – proving they’re actually moving the needle is another. To make sure your strategy is working, you need to track the right ecommerce metrics:
These three metrics give you a complete picture of whether your upsell and cross-sell tactics are driving incremental revenue or just taking up screen real estate.
Shogun’s A/B testing app allows merchants to test different price points and placements is where the real gains come from [price testing feature coming soon]:
Actionable Tip: Don’t just track raw revenue from upsells. Compare incremental gains against control groups. That’s how you know if the complementary product is truly persuasive – or if the shopper would’ve bought it anyway.
Run effortless A/B tests on your Shopify product pages to uncover the offers that maximize conversions and profit.
Start Testing Your Prices Today
