Average order value (AOV) is one of the most powerful levers for e-commerce profitability. Even small increases compound dramatically: a 15% AOV increase often means a 30-50% profit increase after accounting for fixed operating costs.
The secret? Strategic upselling and cross-selling throughout the customer journey.
In this comprehensive guide, we'll show you how to increase AOV through proven tactics—from product page recommendations to post-purchase strategies—and the best Shopify apps to automate the process.
Upselling vs. Cross-Selling: What's the Difference?
Before diving into tactics, let's clarify these two distinct strategies:
Upselling: Increasing Transaction Value
Upselling encourages customers to buy a premium or upgraded version of what they're already interested in.
Examples:
- Customer viewing a basic yoga mat → recommend the premium cushioned version
- Shopper buying a budget laptop → suggest the higher-end model with more storage
- Subscriber on Basic plan → offer upgrade to Professional plan with more features
- Customer buying a shirt → recommend the matching premium fabric version
Psychology: Works because the customer has already decided to buy in that category. You're not convincing them to buy something new—just to buy better.
Cross-Selling: Adding Complementary Products
Cross-selling suggests related products that pair well with the customer's intended purchase.
Examples:
- Customer buying headphones → recommend phone cases or charging cables
- Shopper purchasing running shoes → suggest moisture-wicking socks or athletic shirt
- Buyer getting a camera → offer lenses, tripods, memory cards
- Customer purchasing skincare serum → recommend complementary moisturizer or sunscreen
Psychology: Works because complementary products create a complete solution. Customers appreciate having everything they need in one purchase.
The Numbers
According to industry research:
- Upselling typically increases AOV by 10-25%
- Cross-selling typically increases AOV by 15-40%
- Combined strategy can increase AOV by 30-60%
The difference? Cross-sell items often have higher margins because they're add-ons to an already-committed purchase.
How Upselling and Cross-Selling Impact Your Bottom Line
Let's look at real numbers. Say you're a Shopify store with:
- 1,000 monthly transactions
- $80 average order value
- 35% gross margin
- Monthly revenue: $80,000
Scenario 1: 15% AOV increase through upsells
- New AOV: $92
- Monthly revenue: $92,000
- Monthly gross profit increase: $4,200 (on no additional ad spend)
Scenario 2: 30% AOV increase through upsells + cross-sells
- New AOV: $104
- Monthly revenue: $104,000
- Monthly gross profit increase: $8,400
Over a year, that's $100,800 in additional profit. The ROI on implementing these strategies is typically 300-500%.
Product Page Upsells and Cross-Sells
The product page is your first opportunity to influence purchase decisions. A customer viewing a product is actively interested—the conversion intent is already there.
Strategy 1: Product Bundles and Kits
Create curated bundles that combine a main product with complementary items at a slight discount.
Why it works: Bundles feel like a deal while increasing AOV. A customer might not individually buy a scrub brush alongside their shampoo, but a "Hair Care Essentials" bundle encourages both purchases.
Implementation:
- Use apps like Bold Bundles or built-in Shopify collections
- Price bundles at 10-15% discount (less discount = higher margin)
- Feature bundles prominently on product pages
- Name bundles descriptively ("Complete Home Skincare Set" not "Bundle #3")
Strategy 2: "Frequently Bought Together" Section
Display products commonly purchased together based on actual customer data.
Why it works: Social proof combined with convenience. Customers see what others bought and trust the recommendation.
Implementation:
- Use apps: Rebuy, Nosto, or Wiser (formerly Tracer)
- Place 3-5 products below the "Add to Cart" button
- Show price savings: "Add all 3 for $89 (Save $12)"
- Highlight best-sellers first
- A/B test placement (above vs. below fold)
Pro tip: The best cross-sells aren't always the highest-priced items. They're the items with the highest attachment rate and best margins.
Strategy 3: Upgrade/Premium Options
For products available in multiple tiers, prominently feature the premium option.
Why it works: Anchors perception of value. Showing a premium option makes the base product seem like a better deal.
Implementation:
- Show "Basic," "Popular," "Premium" options side-by-side
- Highlight the "Popular" option (usually highest conversion)
- Emphasize specific benefits of premium: "Lifetime warranty," "Double the capacity," "Premium materials"
- Use visual badges: "Most Popular," "Best Value," "Best Quality"
Example:
Basic Yoga Mat ($29)
• 3mm thickness
• Standard colors
• 30-day return
MOST POPULAR
Premium Yoga Mat ($59) ← Highlight this
• 6mm cushioning
• 12+ color options
• Lifetime warranty
• Free carrying strap
Elite Pro Yoga Mat ($129)
• 8mm premium cushioning
• Customizable designs
• Lifetime warranty + replacement guarantee
• Premium carrying case + meditation guide
Cart and Checkout Upsells
The shopping cart is where commitment starts—customers have items ready to buy. This is an ideal moment for strategic upsells.
Strategy 1: Post-Add-to-Cart Popup Offers
When a customer adds an item to cart, immediately show a relevant upsell or cross-sell.
Why it works: The customer is in "buying mode" and momentum is highest immediately after adding an item.
Tools:
- Bold Upsell (best overall for cart upsells)
- ReConvert (also excellent for post-purchase)
- Rebuy (AI-powered recommendations)
- Zipify Pages (premium option, more control)
Best practices:
- Make the offer relevant: if they bought a shirt, offer matching pants or accessories
- Use urgency strategically: "Only 3 in stock at this price"
- Provide clear value: "Add pants to get Free Shipping (usually $8)" not just "Add this product"
- Allow easy dismissal: one-click "No thanks" button
- Only show once per session
- Limit offer window to 3-5 seconds before fading out
Strategy 2: Cart Page Upsells
On the cart page itself, add strategic offers and reminders.
Tactics:
- Free shipping threshold: "Add $15 more to unlock Free Shipping"
- Bundle completion: "You're missing the matching [product]"
- Limited-time discount: "Complete your purchase in the next 30 minutes for 10% off"
- Warranty or protection plan: "Protect your purchase with [3-year warranty]"
Pro tip: Place cart upsells above the shipping method section—customers see them before calculating shipping costs.
Strategy 3: Checkout Page Upsells (Use Cautiously)
Some stores add upsells during checkout, but this is risky territory.
Why it works: Final moments before payment—high intent. Why it's risky: Too many changes at checkout can increase abandonment by 5-20%.
Safe approach:
- Only if using trusted integration (ReConvert handles this well)
- Only one upsell maximum
- Make it completely non-invasive
- Test extensively before going live
The Best Shopify Upsell Apps
Not all apps are created equal. Here's our breakdown of the top solutions:
1. ReConvert by Rebuy
Best for: Post-purchase optimization, high-AOV increases
Features:
- Post-purchase upsells and cross-sells (highest conversion point)
- One-click upsells (immediate payment capture)
- Order bumps (pre-purchase offers)
- Smart product recommendations (AI-powered)
- A/B testing built-in
- Email follow-ups for declined offers
Pricing: Free plan available; paid plans $49-249/month
Why it works: ReConvert specializes in the post-purchase moment, which has 10-40% higher conversion rates than product page or cart upsells. Their one-click purchasing removes friction.
ROI: Users typically see 10-30% AOV increase within 60 days
2. Bold Upsell (by Bold)
Best for: Full-funnel upselling (product page, cart, and post-purchase)
Features:
- Product page upsells with exit-intent detection
- Cart page order bumps
- Post-purchase one-click upsells
- Customizable templates
- Native Shopify integration (no third-party data flow)
- Detailed analytics and A/B testing
Pricing: Free tier available; paid plans $20-199/month
Why it works: Bold Upsell is the most comprehensive solution. It lets you test the entire funnel and find where upsells work best for your audience.
ROI: Average 15-35% AOV increase
3. Rebuy
Best for: AI-powered product recommendations, personalization
Features:
- AI-powered "Frequently Bought Together"
- Dynamic product recommendations based on browsing
- Post-purchase upsells
- Email integration for abandoned cart recovery
- Conversion analytics
- Mobile-optimized experiences
Pricing: $199-999+/month (higher priced, for high-volume stores)
Why it works: Rebuy's AI learns from your store's actual purchase patterns. Over time, recommendations become more accurate and conversion rates climb.
Best for: Established stores (>$100K/month in revenue) wanting maximum personalization
4. Zipify Pages
Best for: Post-purchase landing pages (visual builder)
Features:
- Drag-and-drop builder for post-purchase pages
- One-click upsells with built-in payment processing
- Pre-built templates for post-purchase flows
- Email integration
- Detailed funnel analytics
Pricing: $49-199/month
Why it works: Creates custom post-purchase experiences without developer work. Great visual control and flexibility.
ROI: 20-40% AOV increase when used for post-purchase offers
5. Justuno
Best for: Exit-intent offers, cart abandonment recovery
Features:
- Exit-intent technology (trigger offers when users leave)
- Cart abandonment emails
- Customizable popup campaigns
- A/B testing
- Integration with email and SMS platforms
Pricing: $0-299/month
Why it works: Justuno specializes in the "last moment before checkout" experience. Captures abandoners and offers incentives to complete purchases.
ROI: 5-15% recovery rate on abandoned carts (significant revenue recovery)
Post-Purchase Upsell Strategies
Here's where the magic happens. Post-purchase moments have the highest conversion rates for upsells—typically 10-40% conversion rates compared to 1-5% on product pages.
Why Post-Purchase Upsells Convert So Much Better
- Friction is removed: They've already entered payment information
- Trust is established: They've completed one transaction
- Intent is proven: They've already bought in your category
- Urgency is created: Order confirmation page has your attention
- One-click checkout: ReConvert and other apps use 1-click upsells
Strategy 1: Order Bump Before Confirmation
The split-second after customer clicks "Pay" but before the order is fully confirmed is the highest-intent moment.
What works:
- "Wait! Get [related product] for only $19.99 + Free Shipping (saves you 30%)"
- "Add [product] to your order for $14.99 (60% off retail)"
- Relevant, specific offers (not generic "add something")
- Social proof: "2,847 customers added this today"
Implementation: ReConvert and Bold Upsell handle this best with one-click purchasing
Strategy 2: Post-Purchase Email Sequences
Send upsell emails 24 hours after purchase, then strategically after that.
Timing:
- Email 1 (24 hours): Complementary products + how-to guide
- Email 2 (3 days): Related premium options + inspiration
- Email 3 (7 days): New product launch or exclusive customer offer
- Email 4+ (monthly): Replenishment reminders if applicable
Best practices:
- Focus email 1 on educating them how to use the product
- Make upsells feel like helpful suggestions, not pushy sales
- Segment by product purchased (men's customers get different recs than women's customers)
- Include customer reviews/testimonials for upsell products
- Use strong visual imagery
Strategy 3: Subscription and Loyalty Upsells
Turn one-time customers into repeat buyers.
Examples:
- "Get fresh supplies delivered automatically every month—save 15%"
- "Join our VIP membership: free shipping on all orders + early access to sales"
- "Subscribe to get 3 items per month—customers save an average of $156/year"
Why it works: Customers already like your products. Subscriptions increase lifetime value by 300-500%.
Strategy 4: Loyalty Program Upsells
Create tiers that encourage higher spending.
Structure:
- Bronze: Spend $200/year → 5% discount
- Silver: Spend $500/year → 10% discount + free shipping
- Gold: Spend $1,000/year → 15% discount + exclusive products + VIP support
Psychology: Creates aspirational goals and rewards spending momentum
Implementation Roadmap: 30-Day Quick Start
Week 1: Foundation
- Audit your current AOV and gross margin
- Identify your top 20 products (account for 80% of sales)
- Map complementary product relationships
- Choose one app (start with ReConvert or Bold Upsell)
Week 2: Product Page & Cart Upsells
- Install chosen app
- Create 5-10 "Frequently Bought Together" bundles
- Set up product page upsells for top sellers
- Configure cart page order bumps
Week 3: Post-Purchase Offers
- Build post-purchase upsell offer (1-2 products max)
- Set up one-click checkout
- Create email follow-up sequence
- Test with your own orders
Week 4: Optimize & Scale
- Run A/B tests on offer copy and product selection
- Analyze conversion data by product
- Expand successful offers to more products
- Create segment-specific upsells (by customer type)
Measuring Success: Key Metrics to Track
Don't just implement and hope. Measure everything:
Core Metrics:
- AOV increase %: (New AOV - Old AOV) / Old AOV × 100
- Upsell conversion rate: Customers who bought upsell / Customers shown offer
- Revenue uplift: (New revenue - Old revenue) from upsells alone
- Cost per incremental dollar: Operational cost / Additional revenue
- Customer satisfaction: Monitor reviews for complaints about aggressive upsells
Diagnostic Metrics:
- Offer impression rate: % of customers seeing your upsells
- Offer click-through rate: % who engage with the offer
- One-click conversion rate: Of those who click, % who complete purchase
- Decline rate: What % decline the offer?
- Email engagement: Open rates and click rates on post-purchase emails
Platform Analytics:
- Set UTM parameters:
?utm_source=upsell&utm_medium=post-purchase - Create Shopify segments: "Made upsell purchase" to track lifetime value
- Use Google Analytics to see how upsellers behave differently
- Pixel custom events in Facebook and Google for retargeting
Sample Spreadsheet to Track
Create this in Google Sheets to monitor performance:
Date | Offer | Impressions | Clicks | Conversions | AOV Change | Revenue | ROI
2/21 | Post-purchase watch | 1,247 | 89 | 34 | +$12 | $408 | 950%
2/22 | Cart bump shoes | 892 | 67 | 11 | +$28 | $308 | 280%
Common Mistakes to Avoid
1. Too Many Offers
Showing multiple upsells simultaneously decreases conversion on all of them. Pick your strongest offer per moment.
2. Irrelevant Offers
If someone buys a luxury handbag, suggesting a $5 item weakens your brand. Make upsells contextually relevant and value-matched.
3. Aggressive Copy
"BUY NOW OR LOSE THIS DEAL FOREVER" creates friction. Softer copy converts better: "Customers usually pair this with [product]—would you like to add?"
4. Ignoring Mobile
30-50% of Shopify traffic is mobile. Test all upsells on phones. Popups that work on desktop can tank mobile conversion rates.
5. Not Testing
Every store, audience, and product category is different. One store's 20% upsell conversion is another's 2%. A/B test everything.
Advanced Tactic: Segment-Based Upsells
The most sophisticated stores personalize offers based on customer segments.
Segments to consider:
- New vs. returning: Repeat customers might accept different offers
- Price tier: Budget shoppers vs. premium shoppers need different messaging
- Category: Beauty customers get different cross-sells than tech customers
- Traffic source: Social media visitors vs. search visitors convert differently
- Device: Mobile users respond to different offers than desktop users
- Cart value: High-value carts warrant different upsells than budget carts
Implementation: Use Rebuy or Bold Upsell's segmentation features to show different offers to different customer groups.
Connecting Upsells to Your Growth Strategy
Upselling and cross-selling directly support your broader e-commerce goals:
If your goal is profitability: AOV increases are more profitable than traffic increases. A 20% AOV increase on existing traffic beats getting 20% more visitors with equivalent ad spend.
If your goal is growth: Higher AOV creates more budget for customer acquisition. A $100 AOV vs. $80 AOV means you can afford to spend $8 more to acquire customers and still maintain unit economics.
If your goal is customer satisfaction: Relevant cross-sells and upsells provide value. Customers appreciate finding products they actually need in one purchase.
To understand your baseline and competitive position in your vertical, get a free AI visibility audit. Then, contact our e-commerce specialists to develop a customized upsell and cross-sell strategy.
Tools and Resources
Apps Mentioned:
Additional Resources:
- Shopify App Store: Search "upsell" for 100+ app options
- Shopify's official upselling guide
- Conversion rate optimization resources for e-commerce
Getting Started with Shopify
If you're new to Shopify or looking to optimize your existing store, start with Shopify to build a store that converts. Then implement these upselling strategies to maximize revenue from day one.
The Bottom Line
Upselling and cross-selling aren't pushy tactics—they're customer service. When done right, you're helping customers buy exactly what they need in one transaction.
The economics are compelling: a 20% AOV increase with zero additional traffic often means doubling your profitability. The apps exist. The strategies are proven. The only question is whether you'll implement them.
Start with one channel (we recommend post-purchase for fastest results), test relentlessly, and expand based on data.
Ready to increase your AOV? Check your current e-commerce performance and talk to our specialists about implementing a full upsell and cross-sell strategy.