Grow your ecommerce store · Conversion · 3 min read
What Does Upselling Mean? Definition, Examples and Tips
Short answer
Upselling means encouraging a customer to buy a more expensive, upgraded or larger version of the product they are already considering, such as a bigger size, premium model or extended warranty. Good upselling increases order value while giving the customer genuinely better value.
Upselling is one of the oldest sales techniques. "Would you like to make that a large?" is an upsell. In ecommerce, it is a simple way to increase average order value without finding new customers, as long as it is done with the customer's interest in mind.
The definition
Upselling is encouraging a customer to choose a higher-value option than the one they originally picked. That might be:
- A larger size or quantity
- A premium version with more features
- A higher service tier
- An add-on that upgrades the core product, like a warranty or premium packaging
Upselling vs cross-selling
| Upselling | Cross-selling | |
|---|---|---|
| What is offered | Better version of the same product | Complementary products |
| Example | 2-year supply instead of 1-year | Case with a phone |
| Goal | Higher-value purchase | More items in the order |
Both raise order value, and most stores use both. See cross-selling strategies for ecommerce.
Ecommerce upsell examples
- Bigger bundle: "Get 3 for the price of 2.5."
- Premium version: "Upgrade to the waterproof model."
- Subscription: "Subscribe and save 10%."
- Larger size: lower price per unit on the bigger option.
- Extended warranty or protection plan
- Gift packaging
- Express shipping
Where to place upsells
Product page
Show options side by side, highlighting the best value. A good-better-best layout naturally encourages upgrades. See good-better-best pricing.
Cart
Offer an upgrade to a larger size or bundle with a clear saving.
Checkout
On Shopify, checkout upsells are possible through checkout extensions on supported plans and apps. Keep them minimal to avoid slowing the purchase.
Post-purchase
One-click offers after payment can upgrade or add to the order without re-entering details. Since the main sale is complete, the risk is low.
Follow-up emails can suggest upgrades, refills or premium versions based on purchase history.
Principles of good upselling
- Relevance: the upgrade must make sense for this customer.
- Clear value: show the benefit or saving.
- Reasonable price jump: upgrades that cost a modest amount more tend to work better than huge jumps.
- Few options: too many choices cause hesitation.
- Honesty: never mislead about what the upgrade includes.
Mistakes to avoid
- Offering upgrades that cost much more than the original item
- Stacking multiple pop-ups during checkout
- Pushing upgrades the customer does not need
- Using fake scarcity to pressure decisions
- Hiding the original option so customers feel forced
Measuring upsell performance
Track:
- Upsell take rate
- Average order value
- Conversion rate (make sure it does not fall)
- Refunds and returns on upsold items
- Customer satisfaction and reviews
If conversion rate drops after adding upsells, the offers may be interrupting the purchase.
Tools
Shopify supports product variants and bundles natively, and many apps add upsell offers on product pages, carts, checkouts and post-purchase pages. Compare options in the best Shopify upsell app, and vet them with our Shopify app review checklist.
Upselling outside ecommerce
The same principle appears across industries. Software companies offer higher subscription tiers with more features. Airlines sell seat upgrades and extra legroom. Hotels offer room upgrades at check-in. Restaurants suggest premium dishes or larger portions. In each case, the best upsells are relevant to the customer's situation and clearly improve their experience.
Online stores can borrow these ideas: tiered product bundles similar to software plans, premium packaging similar to hotel upgrades, and expedited shipping similar to airline priority options.
Upselling and lifetime value
Thoughtful upselling helps customers get more value and increases revenue per customer. Combined with retention strategies, it raises lifetime value. Read how to increase customer lifetime value for the bigger picture.
Frequently asked questions
What is an example of upselling?
Offering a 64-ounce bottle instead of a 32-ounce one at a lower price per ounce, or a premium version of a product with extra features.
What is the difference between upselling and cross-selling?
Upselling offers a better version of the same product. Cross-selling offers related products that complement the purchase.
Is upselling pushy?
It can be if offers are irrelevant or aggressive. Relevant offers that save money or improve the outcome are usually welcomed.
Platform features, prices and policies change. Check the official help pages linked above before you act on a detail that matters to your store.