Complementary Products On Shopify: A Practical Guide
When shoppers find a product they like, they often need another item to complete the purchase. A camera may need a memory card, a laptop may need a mouse, and a skincare product may work better with a matching moisturizer.
These pairings create opportunities for merchants to recommend complementary products on Shopify without making the shopping experience feel pushy.
Relevant recommendations can help customers discover useful products while increasing the value of each order. The key is presenting products that make sense together rather than adding unrelated items simply to increase sales.
What are Complementary Products on Shopify?
Complementary products naturally work with, enhance, or complete another product. If substitutes compete with the original product, complementary products add value when customers buy them together.
For example, if you are selling running shoes, you can recommend running socks, water bottles, or sports insoles. A coffee store can pair coffee beans with grinders, filters, and storage containers.
The connection between the products gives the recommendation its value. Customers can understand why the products belong together, so the suggestion feels more like helpful shopping guidance than an advertisement.
Complementary products can also increase the number of items in an order because customers discover products they may have needed but had not considered before.
Why Complementary Product Recommendations Matter
A well-designed recommendation strategy can influence both the customer experience and store revenue. Several factors explain why these recommendations work particularly well for eCommerce stores.
They make shopping more convenient
Sometimes, customers don't even know which products work well together. A recommendation section will reduce the time they spend searching through collections by showing relevant options alongside the product they already want.
For instance, someone buying a phone case may appreciate seeing a screen protector on the same product page. The recommendation saves the shopper from searching for another compatible accessory.
They increase AOV
Complementary products can encourage customers to add more items to their buying journey. Someone who wants to buy one product may add a related item if the recommendation is helpful for them.
This approach supports Shopify cross-selling because the additional product complements the customer's original choice instead of replacing it.
>> Don't miss: How To Increase Shopify Average Order Value
They improve product discovery
Some useful products receive less attention because shoppers do not encounter them during their normal browsing journey. Complementary product recommendations create another opportunity for those products to appear in a relevant context.
A customer viewing a camera, for example, may discover a tripod through a recommendation even if the customer never visited the tripod collection.
How to Choose Complementary Products on Shopify
The quality of a recommendation depends on the relationship between the products. Random pairings can make a store feel cluttered, while logical pairings can make the shopping journey smoother.
Consider product usage
The first connection comes from how customers use the products together. Products that solve different parts of the same problem usually create strong complementary relationships.
A camping store could pair a tent with a sleeping bag because they are necessary gadgets for camping. A stationery store can recommend a notebook with pens because customers commonly use the two items together.
Consider customer buying patterns
Actual purchasing behavior can reveal relationships that merchants might overlook. repeated buying is an useful evidence for a recommendation.
Order history can therefore support more relevant Shopify product recommendations. Instead of relying entirely on assumptions, merchants can use sales data to identify combinations that customers already demonstrate through their purchases.
Consider compatibility
Compatibility works when products have specific technical or physical requirements. A laptop accessory, printer cartridge, phone case, or replacement part needs to match the original product.
A recommendation that ignores compatibility can create frustration rather than value. Product recommendations are more helpful when customers can understand why the suggested item fits their purchase.
Consider the customer's buying stage
Different parts of the shopping journey can support different types of recommendations. A product page may highlight accessories, while the cart may show a small add-on that completes the order.
The timing matters because customers have different levels of purchase intent at each stage. A useful recommendation should match what the shopper is likely considering at that moment.
Where Complementary Products Can Appear
A Shopify store can show complementary product recommendations in several locations, depending on the shopping journey.
Product pages
Product pages are among the most natural places to feature complementary products because customers already have a specific product in mind.
A section such as “Complete the Look,” “Pairs Well With,” or “Customers Also Bought” can introduce related products without interrupting the main product information.
Cart pages
Cart recommendations can focus on smaller additions that complement products already in the basket. For example, a customer buying a camera could see a memory card or cleaning kit before checkout.
The cart also provides valuable context because the store already knows which products the customer has selected.
Post-purchase pages
Post-purchase recommendations can introduce products that make sense after the initial order. A customer who buys a reusable water bottle, for example, might later become interested in replacement filters or cleaning accessories.
This approach extends the recommendation strategy beyond the initial transaction and can support repeat purchases.
Complementary Products vs. Related Products
Complementary products and related products often appear together in eCommerce discussions, but they do not always serve the same purpose.
Complementary products usually have a functional relationship. A laptop and a laptop stand belong together because the stand supports the laptop.
Related products can have a broader connection. Two products may belong to the same category or appeal to similar customers without directly working together.
For example, two different skincare products may be considered related because they target the same audience. A cleanser and moisturizer may qualify as complementary products because customers can use them together as part of the same routine.
Understanding this distinction helps merchants create more meaningful complementary product recommendations instead of displaying products simply because they share a category.
How Fether Supports Product Recommendations
Fether provides several tools for Shopify merchants who want to connect complementary products with relevant recommendations. Its AI can analyze order history to identify purchasing patterns and generate product recommendations based on sales data.
The app supports customers also bought and you may also like sections, which can help merchants present complementary or related products directly within the shopping experience. Its product bundle builder also allows merchants to create combinations such as mix & match offers and buy together deals.
>> Read more: 6 Product Bundles Types Every Store Should Know
This combination gives merchants flexibility. AI-driven recommendations can surface relationships from customer behavior, while manually created bundles can support specific merchandising strategies.
For stores with a larger catalog, this approach can reduce the manual effort required to create each product relationship.
Common Mistakes with Complementary Product Recommendations
Even relevant products can become ineffective when merchants present them poorly.
Showing too many products
A recommendation section loses clarity when shoppers see a long list of unrelated options. A smaller selection of highly relevant products can create a more focused experience because customers can quickly understand the purpose of each suggestion.
Recommending products without context
A product recommendation becomes more persuasive when customers understand its relationship with the original item. Labels such as “Works With,” “Complete Your Setup,” or “Often Bought Together” can provide useful context.
Focusing only on price
Low-priced add-ons may seem attractive because they create an easy opportunity for an additional purchase. However, relevance remains more important than price alone because customers need a genuine reason to add the item.
Ignoring customer data
Merchants sometimes create recommendations entirely from personal assumptions. Sales history, browsing behavior, and product relationships can provide stronger evidence for which products belong together.
Final Thoughts
Complementary products on Shopify can turn a simple product recommendation into a more helpful shopping experience. Relevant pairings can make product discovery easier, support Shopify cross-selling, and create additional opportunities to increase order value.
The strongest strategy combines product logic with customer behavior. When recommendations reflect how products work together and what shoppers actually purchase, they feel more natural and useful. Tools such as Fether can support this process with AI recommendations, customers also bought sections, related products, and customizable product bundles.
FAQ
What are complementary products on Shopify?
Complementary products are items that customers can use alongside another product. Examples include phone cases with screen protectors or cameras with memory cards.
How do Shopify stores recommend complementary products?
Stores can use product recommendation sections, related-product widgets, bundles, and customer purchase data to display relevant complementary products.
Can complementary products increase Shopify AOV?
Complementary products can increase average order value when customers find the additional items genuinely useful and relevant to their original purchase.
