When you analyze your customers' purchases, patterns emerge: people who buy one product often buy another, either in the same order or shortly afterward. Product affinity identifies these relationships and turns them into recommendations based on actual behavior, not assumptions.

Why does it matter?

It's the foundation of effective cross-selling. It tells you what to offer each customer based on what they've already purchased, and helps you put together bundles, organize your store, or plan campaigns.

Some common uses:

• Post-purchase recommendations via email or WhatsApp.
• Product bundles that are sold together.
• Campaigns by category targeting people who have purchased a related category.

It also shows patterns: what a customer typically buys after their first purchase. That information is valuable for securing the second purchase, one of the most important steps in the customer lifecycle.

And it doesn't rely on the team's intuition: the patterns are derived from thousands of actual purchases and are updated as your customers' habits change.

Story mode

An online sports store reviews its data and discovers that many customers who buy a yoga mat return shortly afterward to purchase yoga blocks and a strap. Lucía has just bought her mat. The store schedules a message to be sent a few weeks later, featuring those two products. For Lucía, it’s a helpful suggestion; for the store, it’s a second purchase.

How to Use It with Data4Sales

• Product Affinity: Recommendations Based on What Is Purchased Together.
• Post-purchase and repurchase workflows that operate 24/7 via WhatsApp, email, or SMS.
• Segments by purchase category that are updated daily.

Related terms

• Cross-sell
• Upsell
• Second purchase
• Buyback