Upselling step
An upsell is a sales technique where you offer the customer a more expensive or improved version of the product they are buying - or accessories and complementary products that increase order value.
What is upselling?
Upselling is about increasing the value of a customer’s purchase by suggesting a more expensive version, an upgrade, or an accessory. It’s a fundamental sales technique in e-commerce that can significantly increase your average order value (AOV) without raising your customer acquisition costs.
Upselling is not the same as cross-selling. Upselling suggests a better version of the selected product (“Get the 256 GB version instead of the 128 GB one”), while cross-selling suggests complementary products (“You’ll need a case for your new phone”).
Types of Upselling
Product Upgrade
Suggest a better version of the product the customer is looking at: greater capacity, better materials, more features. “For just 200 kr. more, you’ll get...”
Bundling
Combine the product with accessories into a bundle with a small discount: “Save 15% when you buy the phone + case + charger together.”
Accessories and Add-ons
Offer complementary products at checkout or on the product page: screen protectors, extra batteries, extended warranties, gift wrapping.
Volume upsell
Encourage customers to buy more with volume discounts: “Buy 3, pay for 2” or “Free shipping on orders over 499 kr.”
Where should you place upsells?
- Product page: Display related and more expensive alternatives below the product description. “See also our premium version.”
- Shopping cart: Once the product has been added, display relevant accessories and offers. The customer is already in the mood to buy.
- Checkout: Offer last-minute add-ons such as gift wrapping, insurance, or express delivery.
- Order confirmation: Post-purchase upselling via email with products related to the one just purchased.
- Transactional emails: Product recommendations in shipping notifications and delivery confirmations.
The Impact of Upselling
Upselling is one of the most profitable marketing methods:
- Higher AOV: A successful upsell increases the average order value without incurring additional customer acquisition costs.
- Better customer experience: Relevant recommendations help customers find the best product for their needs.
- Lower marginal cost: It costs almost nothing to display an additional recommendation, while the payoff can be significant.
The industry estimates that upselling and cross-selling can increase revenue by 10–30%.
Best practices for upselling
- Keep it relevant: Upsells must make sense in context. A screen protector for a phone—yes. A food processor for a phone—no.
- Limit the number: Show 2–4 upsell products, not 20. Too many options confuse customers and can reduce conversion rates.
- Show the price difference: “For just 99 kr. more…” is more persuasive than simply showing the higher price. Focus on the marginal added value.
- Timing is crucial: Display upsells at the right moment. The product page is ideal for alternatives, the cart for accessories, and checkout for services.
- Test and optimize: A/B test which upsells convert, and use the data to refine your recommendations.
How to Use Shoporama
Guides that demonstrate the concept in practice
Upselling After Purchase: Sell More on the Receipt Page
Post-purchase upsells display suggested products on the receipt page, allowing customers to add more items with a...
Add-ons on the product page: Sell accessories with a single checkbox
Display selected accessories below the "Buy" button so customers can add them to their cart with a single checkmark....
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