Getting a new customer is the expensive part. Raising the value of orders you're already getting is usually cheaper and quicker. Cross-selling and upselling, done well, do this while actually helping shoppers: they remind them of something they'll need, or point them to a better fit.
Cross-selling vs upselling
| Cross-selling | Upselling | |
|---|---|---|
| What it suggests | A related, additional product | A better or bigger version |
| Example | A cleaning kit with leather shoes | The 1 kg bag instead of 500 g |
| Best place | Product page, cart, after purchase | Product page, variant choice |
Bundles sit between the two: a set of products sold together, often at a small saving.
Where to place offers
On the product page
"Goes well with" or "Complete the look" blocks work best for genuinely complementary items. Keep it to a few products and show them below the add-to-cart area, not above it.
In the cart or cart drawer
A small, low-cost add-on (batteries, care products, a gift card note) fits well here. A progress bar towards free shipping also encourages one more item; see our guide to free shipping on Shopify.
After purchase
Post-purchase offers appear after payment and can be added with one click, without the customer re-entering details. Because the order is already placed, they don't risk the sale.
In email
Post-purchase emails can suggest what goes with what the customer bought, or a refill when they're likely to run out. See Shopify email marketing.
Built-in tools in Shopify
- Product recommendations: most current themes include a recommendations section on product pages, based on Shopify's automatic suggestions.
- Search & Discovery app: free from Shopify. It lets you set related and complementary products by hand, which most themes display.
- Shopify Bundles app: creates fixed bundles and multipacks that track inventory of the component products.
- Discounts: "Buy X get Y" and quantity discounts encourage adding more.
Apps add more: offers in the cart drawer, post-purchase upsells and smarter rules. Choose one that loads lightly, because heavy upsell widgets can slow the store.
Rules that keep it helpful
- Relevance first: suggest what the customer genuinely needs with this product.
- Price sense: add-ons are usually much cheaper than the main item.
- One clear offer at each step is better than a carousel of twelve.
- Don't block checkout: no pop-ups between the cart and payment.
Measure what it adds
Track average order value and conversion rate together. An offer that raises order value but lowers conversion may not be a win. Most upsell apps report the revenue from their offers; compare it with a period without them.
Want offers, bundles and the cart flow reviewed as part of a broader conversion plan? See our Shopify conversion rate optimisation service.
Frequently asked questions
What is the difference between cross-selling and upselling?
Cross-selling suggests a related extra item, such as a case with a phone. Upselling suggests a better or larger version of what the customer is already buying, such as more storage.
Can I cross-sell on Shopify without an app?
Yes. Most current themes show product recommendations, and Shopify's free Search & Discovery app lets you choose complementary and related products manually. Apps add cart and post-purchase offers.
Do cross-sells annoy customers?
They can if they are irrelevant or pushy. One or two genuinely useful suggestions, shown at the right moment, tend to help shoppers rather than distract them.
Author
Uğur KeskinFounder @ShopiuzmanFounder of Shopiuzman. He builds, migrates and grows Shopify stores for brands in Türkiye, Europe and the US, and leads the development of our apps on the Shopify App Store.
