How to Add Shopify Frequently Bought Together + Apps [2025]

Did you know that cross-selling can boost sales by 20% and profits by 30%, according to McKinsey? This strategy is powerful, and one of the easiest ways to upsell & cross-sell on Shopify is by using a “frequently bought together” widget.

In this guide, you’ll learn 2 ways to create an FBT (Frequently bought together) widget:

• Using your Shopify themes (Free, no extra cost)
• Using a Shopify Frequently Bought Together app (Including Page Builder app & Upsell app)

I’ll also break down the pros and cons of each approach to help you decide which option to choose. Plus, you’ll get expert tips to maximize your FBT performance, including which products to combine for the highest conversion rates and strategic placement guidance on where to position your frequently bought together widget for maximum impact. Whether you’re looking for a simple free solution or a powerful automated system, this guide has everything you need to boost your sales with effective frequently bought together recommendations.

Let’s dive in!

1. What is the “Frequently Bought Together” Widget and Why Does It Matter?

“Frequently Bought Together” widget is an upselling technique that automatically recommends products that are relevant to the one your customers are viewing. This technique presents complementary products under the product description or at checkout to enable one-time purchasing of necessary items instead of making customers search.  

“Frequently Bought Together” widget can also appear in the cart drawer, checkout page, or thank-you page as a final nudge before purchase.

This strategy goes by different names, such as:

• Customers Also Bought
• Recommended Add-ons
• Bundle & Save
• Complete Your Purchase
• Popular Pairings
• You May Also Like
• Shop the Set

No matter what it’s called, the goal is the same: increase the average order value (AOV) by encouraging customers to buy related products in one transaction.

Real-Life Example: Velotric

Just have a look, Velotric uses the “Frequently Bought Together” widget to deliver valuable product bundle deals to customers. Their system implies items such as a front basket, a phone mount, and a water bottle & cage for automatic recommendation while users browse for e-bikes. Customers will find these selected products reinforce the riding experience since they do not contain random items.

Velotric offers attractive deals on combined packages to enhance customer value. Someone who chooses not to purchase the entire bundle might end up buying additional accessories, which increases their total purchase value. Through this smart approach, the brand generated higher sales and improved shopping simplicity and customer satisfaction.

So Why is FBT Important for Shopify Merchants?

For Shopify merchants, increasing AOV is one of the most effective ways to boost revenue without constantly spending more on acquiring new customers. Since digital advertising costs continue to rise, it’s crucial to make every transaction count.

The Shopify analytics app LittleData did a comprehensive survey of Shopify stores’ conversion rates and found the average conversion rate for Shopify stores is 1.4%. This means that for 1000 visitors to your store, 14 of them will actually spend money. If your AOV (Average order value) is 30$, you are probably going to earn around 420$.

Now, with an effective upselling & cross-selling strategy using the FBT widget, customers are encouraged to add relevant products to their cart. If the AOV increases to $50, total revenue jumps to $700, without increasing traffic or marketing spend.

This strategy works because the FBT widget encourages customers to buy more by showing relevant add-ons at the right time. Instead of pushing random products, it uses AI to recommend practical, complementary items.

Beyond revenue growth, the “Frequently Bought Together” widget also improves customer satisfaction by simplifying the shopping experience. Instead of leaving the store to search for accessories elsewhere, customers can complete their purchase in one go, saving time and effort.

💡 You might also want to read: Best Shopify Apps To Increase Sales & Conversions

2. How to Create a “Frequently Bought Together” Widget on Shopify Using Your Shopify Themes?

You can add a “Frequently Bought Together” widget without having to spend extra money for a third-party app by leveraging Shopify’s built-in features and the Search & Discovery app. The process consists of 2 main steps:

• Step 1: Adding the “Frequently bought together” widget to your product page using the Theme Editor
• Step 2: Customizing the recommended products using the Search & Discovery app

Here’s a step-by-step guide on how to do it:

Step 1: Add the “Frequently bought together” Widget Using Shopify’s Theme Editor

First, you need to check whether your theme has this feature or not. Many Shopify themes, such as Dawn, Sense, Warehouse, Impulse, and Broadcast, include this feature by default.

To add the widget to your product page, follow these steps:

Step 1: Log into Shopify and go to the Sales Channels widget in the left sidebar.

Step 2: Click “Customize” next to your theme to open the Shopify Theme Editor.

Step 3: Use the dropdown menu at the top to select the default product page template.

Step 4: Check the left sidebar for the Related Products – Automatically suggested similar items, and then adjust settings if needed.

At this stage, the recommended products will be automatically generated by Shopify based on related items. However, you won’t have much control over which products are shown. If you want to manually choose specific products to be displayed in this section, proceed to Step 2.

Step 2: Adjust FBT Widget Using the Search & Discovery App

To have more control over the recommended products, Shopify provides the Search & Discovery app, which allows you to manually select items that appear in the “Frequently Bought Together” widget.

By default, every Shopify store will have this app installed since this is an app developed by Shopify.

To customize your recommendations, follow these steps:

Step 1: Go to Search & Discovery > Recommendations, click Add Recommendations, and select a product. similar items, and then adjust settings if needed. 

Step 2: Click Browse under Add complementary products and add up to 10 items.

Step 3: Click Browse under Related products, add up to 10 items, and check Hide auto-generated recommendations if needed.

Step 4: Click Save and View if needed. 

However, this method only works with themes that support product recommendations. Moreover, like Shopify’s default settings, it doesn’t support discounts, making it better for basic recommendations rather than an advanced upselling strategy. Consider using a Shopify “frequently bought together” app if you need more advanced features ( I’ll take you through it now!). 

3. Best Shopify “Frequently Bought Together” app

When it comes to adding an FBT widget to your store, you have two main types of Shopify frequently bought together apps to choose from: Page Builder Apps and Upsell Apps. Each serves different needs and offers unique advantages.

• Page builder apps specialize in creating and customizing pages, offering a similar experience to using Shopify’s built-in themes but with significantly more design flexibility.
• Upsell apps, on the other hand, are specifically designed to boost sales through strategic product recommendations and discounts.

Below is a complete breakdown of the pros and cons of these two types of apps:

Choose a page builder app if you prioritize complete design control and want your FBT widget to perfectly match your brand’s unique aesthetic. These apps are ideal for businesses with strong design requirements or those who want to create highly customized shopping experiences.

On the other hand, choose an upsell app if your primary goal is to increase sales and track performance. These Shopify frequently bought together apps are perfect for merchants who want automated product recommendations, discount functionality, and detailed analytics to optimize their cross-selling strategy.

To help you make the right decision for your store, here’s a quick summary:

• Page Builder Apps: Best for established brands with specific design requirements and the resources to manually curate product combinations
• Upsell Apps: Ideal for most Shopify merchants who want to maximize revenue with automated recommendations and detailed performance tracking

Shopify Page Builder App for Frequently Bought Together Widget

GemPages Landing Page Builder

Ratings & Reviews: 4.9⭐ (2,500+ reviews)

GemPages is a comprehensive Shopify page builder app that excels at creating conversion-focused pages. For frequently bought together widgets, GemPages offers built-in bundle features with complete design control through its drag-and-drop editor. Merchants can create sophisticated FBT sections with advanced styling options, integrate conversion elements like countdown timers and stock counters, and choose from 400+ professional templates. The app’s AI-powered features help streamline FBT creation, turning product images into polished layouts within seconds while ensuring mobile optimization and fast loading speeds.

Key Features:

• Built-in bundle and FBT widget creation tools with full design control
• 400+ conversion-focused templates for all page types and industries
• Drag-and-drop editor with advanced styling options (fonts, colors, layouts)
• AI-powered layout generation from images and URLs
• Built-in CRO elements: countdown timers, stock counters, before & after displays
• Mobile-optimized, fast-loading pages with SEO optimization
• Integration with product pages, collection pages, and landing pages

Pricing Plans:

• Free plan available
• Build: $29/month
• Optimize: $59/month
• Enterprise: $199/month

Pros: Complete design control over FBT widgets, extensive template library, AI-powered creation tools, mobile optimization, and built-in conversion elements.

Cons: Higher learning curve for complex designs, limited discount functionality compared to dedicated promotion apps, requires manual product selection for FBT widgets.

Shopify Upsell App for Frequently Bought Together Widget

BOGOS

Ratings & Reviews: 4.9⭐ (2,200+ reviews)

BOGOS is a powerful Shopify promotion app specifically designed to boost average order value through strategic offers. For frequently bought together functionality, BOGOS stands out with its Smart AI product recommendations that automatically suggest relevant products based on customer behavior.

The app offers flexible upsell triggers, including always display, selected products, collections, types, or vendors, giving merchants complete control over when FBT recommendations appear. BOGOS combines these intelligent recommendations with various discount types, including shipping discounts, and provides multiple display methods like auto add to cart, gift sliders, and product page widgets for maximum conversion potential.

Key Features:

• BOGO, Buy X Get Y, Free Gift With Purchase, Product Bundles, Mix & Match, Upsell
• Multiple FBT display methods: auto add to cart, gift slider, and product page widget
• Intuitive UI for bundles and upsells with fully customizable options
• Advanced targeting: specific URL, location, order history, and customer tags
• Real-time analytics for optimizing FBT performance and conversion rates
• Priority settings for managing multiple offers simultaneously
• Translation support and customizable UI design

Pricing Plans:

• Basic: $29.99/month
• Professional: $49.99/month
• Unlimited: $69.99/month
• Plus: $99.99/month
• 7-day free trial available

Pros: Advanced targeting and automation, real-time analytics for optimization, multiple FBT display options, dedicated live chat support, and comprehensive promotion features.

Cons: No free plan available, may require setup time for complex targeting rules.

4. Tips to Make the “Frequently Bought Together” Widget More Effective

Selecting Complementary Products

A well-optimized Shopify “Frequently Bought Together” (FBT) widget isn’t just about adding products—it’s about showing relevant recommendations that make sense to the customer. When items naturally complement a purchase, shoppers are more likely to buy more.

Amazon is a prime example. Its data-driven “item-to-item collaborative filtering” analyzes user behavior to suggest relevant products, leading to a 29% sales increase in one quarter, from $9.9B to $12.83B. (Source)

For Shopify merchants, the takeaway is clear: relevance matters. Don’t group random items. Instead, use real customer data to pair products that shoppers actually buy together, like cameras with memory cards and bags. Optimize based on sales trends to make your FBT widget truly effective.

Placing the Widget Strategically

Where you display the FBT widget affects how often customers engage with it. The best spot is usually below the product description on the product page since that’s when customers are considering their purchase. 

You can also test showing FBT recommendations on the cart page, especially for last-minute upsells before checkout. Avoid placing it too low where visitors might not see it, and make sure it doesn’t clutter the page.

Designing a Compelling Presentation

Use high-quality images, clear product names, and a layout that matches your store’s theme. Display the total price before and after discounts to emphasize savings. Buttons like “Add Selected Items” should be bold and visible. Shopify merchants who personalize their FBT widget – matching fonts, colors, and spacing – tend to see higher engagement and conversion rates.

Optimize for Mobile Users

Recently, mobile-friendly design has become vital because smartphones deliver 78% of retail site traffic and 68% of online orders (Statista, Q4 2024). To prevent the page from becoming excessively long, a carousel layout with scroll functionality should replace vertical stacking. Ease of tapping buttons should complement fast and efficient image loading. Shopify themes typically perform well on mobile screens; however, you must examine a mobile preview through your app before making it live. 

5. Common Issues & How to Fix Them

Customers Overlooking the FBT Widget

If customers aren’t noticing the FBT widget, it’s likely due to poor placement or weak visibility. Many stores place it too low on the page, making it easy to miss. 

To fix this, position the FBT widget right below the product description or near the “Add to Cart” button for better visibility. A bold heading like Frequently Bought Together – Save 15% can grab attention and encourage clicks. Also, ensure the widget matches your store’s design but still stands out visually. For better engagement, consider using a pop-up version of the FBT offer when customers add an item to their cart.

Page Loading Too Slowly

A slow-loading page can cause customers to leave before they even see the FBT wdiget. The most common culprits are large images, excessive scripts, or unoptimized third-party apps. 

To improve speed, compress images to reduce file sizes without sacrificing quality. Also, limit the number of upsell products in the FBT widget – 3 to 4 recommendations are enough. If you’re using an app for FBT, check its impact on page speed, as some apps can slow down your store. Shopify’s performance reports can help identify bottlenecks that may be affecting your page speed.

Low Conversion Rate

If customers see the FBT widget but aren’t adding products, it could be because the recommendations aren’t relevant or valuable enough. 

A good FBT strategy pairs complementary products that make sense together, like a phone case with a smartphone or a charger with a laptop. Customers are also more likely to buy when they see clear savings, so show both the original and discounted prices to highlight the deal.

If possible, offer additional incentives like a limited-time discount or free shipping for bundled purchases. Sometimes, simply moving the FBT widget higher up on the product page can also improve conversions.

Ineffective FBT for Highly Personalized Products

Shopify Frequently Bought Together might not be as effective for stores selling custom jewelry, engraved gifts, or made-to-order items. Since these products require individual customization, fixed product bundles may not appeal to customers. 

Instead of a standard FBT widget, try offering related product suggestions that help customers explore similar styles or materials. Another alternative is a “Build Your Own Bundle” feature, where customers can select personalized items and receive a discount for buying multiple pieces. If your store sells fashion or accessories, a “Complete the Look” widget may work better than traditional FBT recommendations.

6. Conclusion

I hope you find this post helpful in setting up your “Frequently Bought Together” widget on Shopify to increase sales and make shopping easier for customers. A well-placed FBT widget with relevant products and incentives can boost conversions and improve customer experience. Choosing the right method and optimizing it for visibility and engagement will help maximize its impact on your store.

7. FAQs