Expert answer · 2 min read
Can a tool automatically suggest the best upsell product for me?
The short answer
In depth
Frequently Bought Together for Cosmetics Stores
Frequently Bought Together (FBT) recommendations leverage real purchase patterns to suggest products that genuinely complement what a customer is considering. When done correctly with actual co-purchase data, FBT increases both AOV and customer satisfaction - customers get complete routines rather than single products.
FBT Implementation Options
| Approach | Pros | Cons |
|---|---|---|
| Manual curation | Full control, brand logic | Time-intensive, misses patterns |
| Data-driven (co-purchase analysis) | Based on actual behavior | Requires order volume to be accurate |
| AI/ML recommendations | Adapts to patterns, scales | Can suggest odd combinations early |
| Hybrid (manual rules + data) | Combines accuracy with curation | Requires setup and maintenance |
The Bundle Discount Mechanic
FBT sections with a bundle discount ("Buy together, save 10%") convert at 2-3x the rate of FBT without a discount. The discount doesn't need to be large - 10-15% on the combined purchase creates sufficient perceived value to justify adding more items. Structure it as: "Complete your routine - add Vitamin C Serum and save $8."
Cosmetics FBT Pairings by Category
- Cleanser → toner, moisturizer, exfoliating pads
- Foundation → primer, setting spray, concealer
- Serum → matching moisturizer, SPF, eye cream
- Lip product → lip liner, gloss, balm
- Eye shadow palette → brushes, primer, setting spray
Growth Suite FBT and Cart Features
Growth Suite's Frequently Bought Together widget shows data-driven product pairings on product pages. In the cart drawer, AI-powered product suggestions surface relevant add-ons in real time based on cart contents. Together, these two touchpoints create a seamless "routine-building" experience - showing customers what goes naturally with their purchase at both the product and cart stages.
FBT Design Best Practices
- Show 2-3 products maximum - more creates choice paralysis
- Pre-select all items (let customers deselect rather than select)
- Show the combined price and individual prices clearly
- Explain why products work together ("Your complete AM skincare routine")
- Place below the main ATC button, not competing with it
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