Cross-selling is a sales tactic that attempts to increase the value of an order by showing customers related or complementary products or services they can add on to their original purchase. In subscription ecommerce, cross-selling can mean offering the customer one-time purchases or add-ons related to their subscription or a separate, related subscription. The goal of this strategy is often primarily to increase average order value and revenue of a business, but when done well, cross-selling is also an effective strategy for improving the customer experience, increasing engagement, and even testing the viability of new products.