What are Upsell & Cross Sell? Best Methods to Use Them

Andrey Gadashevich

CEO | Conversion expert

Ever ordered a coffee, and the barista asked if you'd like a muffin with it? With that simple question, they were engaging in a clever tactic known as cross-selling. These strategies have been around long before the advent of the internet.

Fast forward to today, and these tactics have found a new home in the digital age.

Cross-selling and upselling are popular strategies used by stores to increase sales and encourage customers to purchase additional or more expensive items. What’s important to remember is that it’s about offering the right product to the right customer, at the right time, and obviously in the right way.

In this article, we will explain upselling vs cross-selling, strategies to put into action, and its implementations.

What is cross sell and upsell?

Upselling and cross-selling are two popular on-site marketing techniques that merchants use to increase sales by encouraging customers to spend more. Upselling and cross-selling work in different ways.

Upselling is about offering a more expensive version of the product a customer is already interested in. The goal is to upgrade their purchase by highlighting better features, more value, or added benefits. For example, if someone is buying a laptop, you might suggest a model with more storage or faster performance.

Cross-selling, on the other hand, is about recommending related or complementary products that go well with what the customer is buying. Think of it like suggesting a phone case when someone buys a new phone, or offering socks with a pair of shoes. It’s about increasing the order value by adding useful extras.

📖 CASE STUDY: How implementing matching product bundles generated £50,000 additional sales for VOXY.

Both strategies improve Average Order Value (AOV), a key performance metric for businesses. By encouraging customers to purchase additional items (cross-selling) or more expensive items (upselling), the average spend per customer increases.

Example for cross-sell:

How to upsell and cross-sell in Shopify?

There are several smart ways to encourage customers to spend more in your Shopify store by offering upgrades (upselling) or suggesting related products (cross-selling).

Here are the most common strategies for upsell and cross-selling:

Strategy 1: Product bundles

Use your product affinity analysis data to identify natural pairings. Bundle complementary items together and offer them at a slight discount.

For example, if someone’s buying a camera, offer a bundle that includes a memory card and camera case. It simplifies the shopping experience and adds more value for the customer.

Strategy 2: Buy X, Get Y promotions

Use promotions like “Buy 2, Get 1 Free” or “Spend $100, Save $20” to motivate larger purchases.
These offers create a sense of reward and help increase order size. Buy X, Get Y promotions are especially effective when used on high-margin products.

Strategy 3: Mix & Match offers

Let customers create their own bundle from a selection of products. This taps into their desire for customization and gives them a sense of control.

Strategy 4: Check-out upsells

Once customers reach the checkout page, they are ready to purchase and complete the order.

At the checkout page, suggest relevant add-ons that complement what’s already in the cart.
For example, if someone is buying skincare products, you could recommend a silk pillowcase set to go with it.

Strategy 5: Post-purchase cross-selling

Even after the sale is complete, you can continue the conversation because customers are still in buying mode.

Send follow-up emails for items that go well with what the customer bought. It’s a great way to drive repeat sales and build loyalty. Or, you can suggest additional products on the thank you page that complement the customer's purchase.

💡 Looking to enable upsell & cross-sell offers on your Shopify store? Try out MBC Bundles.

Where and when to show cross-selling and upselling offers?

Product page

One of the most effective places to implement upselling is on the product page itself. When a customer selects a product, you can suggest a higher-end version or model with additional features. For example, if a customer chooses a basic headphone, you can recommend a noise-canceling version on the same product page.

Cart page

The cart page represents a critical decision point where customers are already committed to purchasing. This psychological state makes them more receptive to additional suggestions, but timing is everything. Research shows you have roughly 3-5 seconds to capture attention before decision fatigue sets in [Nielsen Norman Group].

Effective cross selling at this stage focuses on low-friction additions. "Frequently bought together" recommendations work exceptionally well because they leverage social proof—customers see what others have found valuable. The key is maintaining relevance; suggesting phone cases when someone buys a phone makes sense, but recommending completely unrelated items breaks the logical flow.