Upselling in your webshop: 7 techniques that actually work

The cheapest new customer is an existing customer. Upselling and cross-selling are techniques to extract more value from every order — without investing more in advertising. In this article I share 7 techniques that work for Shopify stores, with concrete examples.

Upselling vs. cross-selling: what’s the difference?

Upselling is offering a more expensive or more comprehensive version of the same product. Example: someone is looking at a €799 laptop — you show them a €999 model with more storage.

Cross-selling is offering complementary products. Example: someone buys a camera — you suggest a bag, extra battery and memory card.

Both techniques increase average order value (AOV). Amazon estimates that 35% of their revenue comes from cross-sell and upsell recommendations.

Technique 1: Product page — “Frequently bought together”

The classic upsell. Directly on the product page you show which products customers often buy together. Shopify doesn’t have a native feature for this, but apps like “Frequently Bought Together” or “LimeSpot” handle it easily.

Best placement: directly below the “Add to cart” button.

What works: products that genuinely make sense together. Someone buying a barbecue needs fuel, firelighters and maybe a grill brush. Make sure the combination is logical — random suggestions get ignored.

Technique 2: Cart page — “Your cart is almost complete”

On the cart page, the customer is already almost convinced — they’re going to buy. This is a perfect moment for a cross-sell.

Show 2–3 complementary products as “You might have forgotten…” or “Others also bought…”. Keep the price point low: €10–€30 extra is the threshold that generates the least resistance.

Shopify apps: Rebuy, CartHook or built-in cart scripts.

Technique 3: Bundle discount

Offer a discount when customers buy multiple items together. “Buy 3, pay for 2” or “Bundle for €X (save Y%)”. This increases AOV and gives the customer the feeling they’re making a smart purchase.

Works best for: consumables (food, cosmetics, care products), accessories you always need multiple of (socks, batteries), and gift sets.

Shopify apps for bundles: Bundle Builder, Bundler.

Technique 4: Post-purchase upsell (after the checkout)

This is the most underused technique. Directly after checking out — on the thank-you page — you offer a complementary product with a special one-time discount. The customer has already paid, so the purchase barrier is low.

“Thank you for your order! Special for you: add this for only €X — one-time offer.”

Because the credit card is already out, this converts surprisingly well.

Shopify apps: ReConvert, AfterSell.

Technique 5: Free shipping threshold

“Free shipping from €50” is one of the most effective conversion and AOV-increasing techniques simultaneously. If someone has €38 in the cart, you show in the cart: “Add another €12 for free shipping!”

Many customers then add an extra product — even if they didn’t really need it. AOV rises, conversion rises, and the customer feels smart.

Technique 6: Volume and quantity discount

Say you sell candles for €15 each. Also offer: “3 for €40 (save €5)” or “6 for €75 (save €15)”. Customers who were hesitating between 1 or 2 now more often buy 3.

This works particularly well for:

• Consumable products
• Products bought as gifts
• Products you regularly replace

Technique 7: Post-purchase email follow-up

The upselling doesn’t stop at checkout. A well-timed post-purchase email can bring the customer back for a complementary purchase.

Moment 1 — 3 days after purchase: “How are you enjoying your [product]? Don’t forget about [complementary product].” Moment 2 — 30 days after purchase: “Time for a refill? Your [consumable product] is now on offer.”

This requires an email marketing integration, such as Klaviyo or Shopify Email.

How to set this up on Shopify?

Most upsell techniques require an extra app. The best-rated options:

• Rebuy — powerful, but more expensive (€99+/month). Fully customisable upsell flows.
• ReConvert — strong for post-purchase upsells. Affordable starter package.
• CartHook — good cart and post-purchase flows.
• LimeSpot — good price/quality for “Frequently bought together”.

When building a Shopify store I always advise on which apps add genuine value for your specific product catalogue.

Conclusion

Upselling and cross-selling are direct levers on your revenue without extra advertising budget. Start with one technique — the free shipping threshold or “Frequently bought together” on the product page — and build from there.

Want to optimise your store for higher order values? Get in touch for a free analysis.