Side selling, also known as parallel selling, refers to a sales strategy adopted by companies to leverage their customer knowledge and trust. This approach involves offering customers products or services that are not part of their usual offering, sometimes using white-label solutions. The primary objective is, of course, to increase revenue, but also sometimes to provide an additional service to customers. Unlike a simple recommendation, side selling implies that the company acts as a seller, not simply as an intermediary. For example, La Redoute marketed an internet protection service to its online customers, including both software and insurance.