eCom Store + Congruent Products = Best Year Ever


When someone is interested in a particular niche, they likely won’t just want to buy one thing in that particular niche.

Savvy business owners understand this, which is why they offer customers more opportunities to make purchases of very similar products.

In eCom, we say that these similar products are congruent. 

Product congruence is when two products that are being sold are closely related to each other.

Adding congruent products helps to increase sales for the entrepreneur by introducing customers to products they'll likely enjoy based on their current or previous purchases.

 By leveraging product congruence, entrepreneurs can increase overall sales and boost impulse purchases.

Examples Of Congruent Products


To better understand product congruence and what it should look like, let’s look at some examples of congruent products…



If a customer wants to purchase an article of clothing, they may be interested in purchasing another article of clothing to match the outfit or the same article of clothing in a different color. So what you could do would be to offer socks when you're selling shoes or undershirts when you're selling dress shirts. 

Think about what clothing items go together, and put together an offer that would be logical for an upsell for your customers. 

Dog Treats

A customer may be looking for dog treats that are good for training, but they also may want to buy more indulgent treats for their dog as well. For instance, they may purchase small training treats, along with a “doggie cookie.”

Or maybe they'd want to purchase a toy that you can put the treats in to keep their dog occupied. There are a lot of congruent products you could add here. 


A lot of software is congruent, and selling multiple pieces of software to a customer can be pretty easy. For instance, if a customer is purchasing recording software, they may also want a plug-in to better the sound of their guitars. 

Or maybe they want to pay a little bit more to access 24/7 customer support. 


eBooks are easy congruent products to sell. If a customer already likes an author or a specific topic, they'll be much more likely to purchase another book from that author, or a similar book. Or maybe they'd even want to buy a course that goes along with the book you're selling.

Take a look at the products that you're selling, and consider what products would be congruent to those products.

(Note: Want to learn more about eCom? Check out our FREE course, eCom Millionaire 101, inside of #LurnNation today.)

Increasing Sales With Product Congruence


Now that you have a better understanding of what product congruence is, let’s take a look at different ways to increase your sales with product congruence…


Once a customer has purchased a product, they should be entering a sales funnel.

 While a single sale is nice, a sales funnel allows the business owner to pitch more products and make more sales.

This is something that every business should be doing…including YOURS.

There are a few different steps of a sales funnel, and it would take a while to outline a full sales funnel in detail.

Instead, I'm going to focus on a few aspects of a sales funnel—starting with upsells.

Once your customer has purchased a product (or made the decision to purchase a product), there's a good chance they’ll be willing to throw something else on the order if it makes sense to them.

For instance, they'll be much more likely to buy a congruent product when it's introduced to the order.

An upsell is when you take the original product, and you sell another product or an add-on that is more expensive than the original product.

 For instance, you may be selling that recording software we mentioned earlier, and as an upsell you may be selling a bunch of plug-ins to make instruments sound better.

The plug-in package may be more expensive than the original product, but it’s something that fits very closely with the original product and goes hand-in-hand with it.

Just remember to keep your upsells congruent. Don’t just pitch something more expensive to pitch something more expensive.

This will diminish trust in your company, which can hurt future sales.


Let’s say a customer doesn’t take the bait with your upsell. That’s fine…but you don’t have to give up there. Instead, you should have a downsell ready just in case the upsell pitch doesn’t work out.

So, what is a downsell?

Essentially, a downsell is a pitch that is less valuable, but still earns you some extra money. This way, you make more than you initially would have—even if the upsell doesn’t work out.

Going back to the software example, let’s say that the customer doesn’t want a full suite of plug-ins. That’s fine.

Instead, of purchasing a full suite, they may still at least be interested in purchasing one or two extra plug-ins. So, you can pitch the most popular couple of plug-ins, and see if the customer bites.

Even if they aren’t buying the upsell, the downsell still allows you to make more money than you would have initially.

 It also keeps the sale cycle going, so when you're ready to pitch them again, they're more likely to continue their purchasing cycle.


A HUGE component of owning a business—whether it's online or not—is your email newsletter.

Not only does it keep customers engaged, but it also offers opportunities for additional sales.

An email newsletter is the perfect place to continue to pitch customers congruent products—including upsells and even big ticket items.

So, let’s say you sell the customer the initial recording equipment—but they don’t know how to use it.

In your email marketing campaign, you can sell them a tutorial for how to use the equipment, and make the best recordings possible.

You can also continue to pitch the upsells and downsells that you were trying to pitch in the early stages of your funnel.

Once you have a customer’s email, you have the opportunity to increase your sales and offer them congruent products that you know they’ll love.

You can also announce sales for congruent products!

If your customer bought a shirt they loved, you can offer the same shirt or a similar shirt on sale! You can also offer pants and shoes to finish the ensemble.

What Congruent Products Will You Choose?


There are many opportunities for additional sales if you understand what products are similar to the product you are selling, and what products would improve the products you are selling.

If you know a customer wants dog treats, sell them another flavor or a different type of dog treat!

 If they are buying recording software, sell them additional plug-ins!

Just make sure you don’t miss the opportunity to sell your customers another product that is similar to the one that they are purchasing that you know they’ll love!  

(Note: Want to learn more about eCom? Check out our FREE course, eCom Millionaire 101, inside of #LurnNation today.)