TUA Argentina, a leading company in the distribution and marketing of hair care, cosmetics, and beauty appliances beauty, skincare, and advanced hair treatments, has established itself as the leading reference for both professional stylists and personal care enthusiasts. With a robust catalog featuring prestigious international brands and a nationwide logistics network, the company faced the challenge of optimizing the profitability of its digital channel without resorting to margin erosion through widespread sales promotions. The online sales channel, developed on the VTEX IO, handled a high volume of daily visits. However, purchases of products requiring mandatory technical accessories (such as hair dyes that need specific oxidizers or treatments that require sequential steps) were often completed in a fragmented manner. If the user did not add the correct activator, the product’s effectiveness was compromised, increasing operational friction in the after-sales support service. To resolve this inefficiency and organically increase the average order value per transaction, Known Online designed and programmed a custom intelligent cross-selling system. The goal was to transform the product page into a digital beauty advisor capable of guiding customers through the purchase of complete routines in a single step.
The challenge
TUA Argentina needed to increase the average order value by encouraging customers to purchase complementary products directly from the product page, rather than relying solely on discounts and promotions to sustain its digital sales growth.
This challenge involved finding a more organic way to encourage additional purchases without affecting the user experience or compromising profitability. The opportunity lay in better supporting the purchasing decision by displaying useful and relevant combinations at the exact moment the customer was evaluating a main product.
The Solution
The project involved the redesign and development of a custom cross-selling feature called “Buy Together, ” integrated into the product detail page (PDP) of the e-commerce platform. The scope included cataloging and collaborative data entry work with the client’s product team, redesign of the user experience on the PDP, and technical development of the module on the platform’s backend.
Known Online carried out a comprehensive redesign of an existing custom component within the PDP, transforming it into an advanced cross-selling feature. The implementation was structured around three main areas:
- Cataloging and data entry: Together with the TUA Argentina team, we defined the association logic between complementary items, such as hair dyes and their corresponding oxidizing agents, and performed structured data entry into the platform using specific “Similar Items” and “Accessories” fields.
- UX Redesign: A dynamic “Bundle”-style container was designed and implemented at the bottom of the product detail page (PDP) to showcase a complete beauty routine and facilitate a more informed and efficient purchase.
- Module development: A feature was built that automatically calculates the final total for the combined selection and allows all products to be added to the cart with a single click, with flexible groupings of between two and five products depending on the category.
The solution was designed to adapt to the diversity of TUA Argentina’s product catalog and scale seamlessly across the entire digital operation. This allowed the brand to implement a consistent sales strategy without having to offer permanent discounts or rely on promotional campaigns to drive conversions.
The results
The implementation of the “Shop Together” module led to a substantial improvement in the conversion rate for complementary products, resulting in recommended items being purchased on a recurring basis in the same order alongside the main product. This made it possible to turn recommendations into actual purchases, which had a direct impact on sales performance.
In addition, the feature demonstrated an effective increase in the average order value by consolidating complete beauty routines into a single transaction. At the same time, the checkout process became more efficient, reducing friction in the purchasing process without the need for discount promotions.
Among the main benefits achieved, the following stand out:
- Higher conversion rate for complementary products.
- Increase in the average order value.
- Reducing friction in the purchasing process.
- Better organic display of related stock items on the product detail page.
- Scalability of the cross-selling strategy across the entire catalog.
- Protecting profit margins by avoiding reliance on discounts.
From a business perspective, the solution made it possible to better capitalize on each visit to the e-commerce site by optimizing the performance of the product page as a decision-making and sales point. This positioned TUA Argentina with a more sustainable digital strategy focused on commercial efficiency and profitable growth.
This case study demonstrates that well-implemented cross-selling not only improves conversion rates but also boosts profitability and enhances the quality of the shopping experience. When recommendations for complementary products are aligned with the catalog’s logic and the user’s actual journey, e-commerce gains in efficiency without sacrificing margins.
Known Online has established itself as a strategic partner for beauty brands seeking to professionalize their digital channel, scale up their cross-selling efforts, and turn every product detail page (PDP) into a tool for measurable and sustainable growth.
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