Getting someone to visit your online store is hard enough. You spend money on ads, work on your SEO, post on social media, and do whatever else you can to get people through the door.
Then someone finally decides to buy something. Great! But what if that $35 order could have been a $50 order without spending another dime to bring in the customer?
That’s where ecommerce upselling comes in.
And no, we’re not talking about annoying popups, fake countdown timers, or tricking people into buying stuff they don’t need.
Good upselling is about giving customers a reason to spend a little more because they’re getting something better in return.
Maybe it’s a better version of the product they’re already buying. Maybe it’s a larger size that saves them money over time. Or maybe it’s a bundle that makes more sense than buying everything separately.
For small ecommerce businesses working with tight marketing budgets, getting more out of the orders you’re already bringing in can make a big difference.
Here are 10 ways to make it happen.
What Is Ecommerce Upselling?
Ecommerce upselling is when you encourage someone to buy a more expensive version of a product, upgrade their purchase, or choose an option that increases the value of their order.
Think about the last time you ordered food online and paid a couple of dollars extra to make your meal a large. That’s upselling.
Online stores do the same thing when they suggest upgrading to a premium model, choosing a larger package, or paying a little more for extra features.
You’ll also hear people talk about cross-selling, which is slightly different.
- Upselling: Someone wants a $60 backpack, and you show them a $75 waterproof version.
- Cross-selling: Someone wants a $60 backpack, and you suggest adding a $15 water bottle.
Both can increase how much customers spend, but they’re not quite the same thing. Shopify’s explanation of upselling and cross-selling covers the distinction with examples.
For this article, we’re focusing mainly on upselling, although a few strategies overlap with bundling and cross-selling.
Why Upselling Matters for Small Ecommerce Stores
Let’s say your online store gets 5,000 visitors a month. Two percent make a purchase, and your average order is $40.
That’s 100 orders and $4,000 in monthly revenue.
Now imagine you keep the same traffic and the same number of orders, but increase your average order value from $40 to $48.
Suddenly, you’re bringing in $4,800 instead.
| Monthly Store Performance | Before Upselling | After Upselling |
|---|---|---|
| Website visitors | 5,000 | 5,000 |
| Conversion rate | 2% | 2% |
| Orders | 100 | 100 |
| Average order value | $40 | $48 |
| Monthly revenue | $4,000 | $4,800 |
<escape>That’s an extra $800 a month, or $9,600 a year, without bringing in a single additional customer.</escape>
Of course, this is just an example. Your results will depend on what you sell, how you price your products, and whether customers actually want the upgrades.
And more revenue doesn’t automatically mean more profit. You still need to account for product costs, shipping, discounts, and returns.
But the point is simple: You don’t always need more traffic to make more money. Sometimes you need to get more out of the traffic you already have.
Now let’s talk about how.
1. Give Customers a Reason to Upgrade
One of the easiest ways to upsell is to offer a better version of something the customer already wants.
The trick is making the upgrade feel worthwhile.
Say you sell reusable water bottles. Your standard bottle costs $25, but you also have a $35 insulated version that keeps drinks cold all day.
Don’t just show customers two bottles with different prices. Explain what they get for spending the extra $10.
Maybe the upgraded version keeps water cold for 24 hours, has a leakproof lid, and comes with a lifetime warranty.
Now the customer has a reason to consider it.
A few ways to make upgrades more appealing:
- Show the standard and premium versions side by side.
- Explain what the customer gets for the extra money.
- Use photos that make the differences obvious.
- Highlight the upgrade’s most useful benefit.
- Make it easy to stick with the cheaper option.
One thing I’d avoid is pushing an upgrade that’s way outside the customer’s original budget.
If someone is looking at a $30 product, showing them a $200 alternative probably won’t help. But a $40 version with a clear benefit might.
2. Use Good, Better, Best Pricing
People like having options, but they don’t like having to figure everything out themselves.
That’s why the classic good, better, best pricing model works so well for products that come in different versions.
Instead of showing customers one product, give them three choices.
For example, imagine you sell home coffee brewing kits:
| Option | Price | What They Get |
|---|---|---|
| Starter Kit | $39 | Basic brewing equipment |
| Everyday Kit | $59 | Better equipment and upgraded filters |
| Complete Kit | $89 | Premium equipment and extra accessories |
The $39 kit gives budget-conscious shoppers an easy way to get started. The $89 kit appeals to people who want everything.
And the $59 kit? That’s where you might win over customers who want something better without spending a fortune.
You can even label the middle option “Most Popular” if your actual sales data supports that claim.
The key is making each price jump feel justified.
Don’t create three packages that are almost identical just to steer people toward the expensive one. Give customers a clear reason to choose each option.
This works especially well for electronics, skincare sets, subscription products, hobby equipment, and anything with basic and premium versions.
3. Make Buying More Feel Like a Better Deal
Sometimes the easiest upsell isn’t a fancier product. It’s simply a bigger one.
Think about how often you buy the larger package at the grocery store because the price per ounce is lower.
Your online store can do the same thing.
Say you sell specialty coffee beans:
- 12-ounce bag: $18
- 24-ounce bag: $30
- 48-ounce bag: $54
Someone who planned to spend $18 might happily spend $30 if they realize they’re getting twice as much coffee for less money per ounce.
You can make that decision easier by showing the savings right on the product page.
Try messaging like:
- “Get twice as much for $12 more.”
- “Save $6 when you buy the larger size.”
- “Our best price per ounce.”
- “Stock up and save.”
This works especially well for products people use regularly, like coffee, pet supplies, cleaning products, toiletries, and consumables.
Just make sure the math works for your business, too. A larger order isn’t necessarily better if you’re giving away too much margin.
4. Build Bundles People Actually Want
Bundles can be a great way to get customers to spend more, especially when several products naturally go together.
But there’s a difference between a useful bundle and a random pile of stuff you’re trying to unload.
Imagine you sell candles.
Someone comes to your store looking for a $24 candle. You could offer a $55 gift set that includes three coordinating scents in a nice box.
That’s a bigger order, but it also solves a problem for someone shopping for a gift.
Or say you sell camping equipment. Instead of making a beginner figure out which supplies they need, you could offer a starter camping kit.
Good bundles usually do one of three things:
- Save customers money compared with buying separately.
- Save them time by putting everything together.
- Help them get more out of the original product.
You don’t have to discount every bundle, either. Sometimes convenience is enough.
Just be clear about what’s included and what it would cost to buy the items separately.
And don’t hide the individual products. Customers should still be able to buy exactly what they want.
5. Use Free Shipping to Encourage Bigger Orders
Nobody likes paying for shipping. Especially when the shipping charge feels almost as expensive as the item they’re buying.
That’s why a free shipping threshold can be a powerful way to increase average order value.
Let’s say your average customer spends $42.
Instead of offering free shipping on every order, you could test a $55 free shipping threshold.
Now someone with $42 in their cart has a reason to spend another $13.
A simple message might say:
“You’re $13 away from free shipping.”
You can show that message in the shopping cart, on product pages, or in a small progress bar.
But there’s a catch.
You need to make sure the additional revenue covers the shipping costs you’re taking on. And you don’t want to set the threshold so high that it feels impossible to reach.
If most people spend $35, setting free shipping at $150 probably won’t encourage many upgrades.
Start with your current average order value, look at your margins, and test a threshold that makes sense.
6. Let Customers Pay More to Make It Their Own
People will sometimes pay extra for something simply because it feels like it was made for them.
Think engraved jewelry, personalized gifts, custom colors, monogrammed bags, or products with someone’s name on them.
If you sell products that can be customized, this is an upselling opportunity worth exploring.
For example, imagine you sell leather notebooks for $28.
You could offer:
- Name engraving for $6.
- Premium leather cover for $12.
- Gift packaging for $5.
Not everyone will want these upgrades. But for someone buying a birthday or graduation gift, they could make the product feel more special.
The nice thing about customization is that you’re not necessarily asking customers to buy something completely different.
You’re making the product they already want feel more personal.
Just keep an eye on fulfillment costs and turnaround times. Personalized orders can create extra work, and mistakes are harder to fix.
7. Show the Upgrade Before Customers Add to Cart
If you want someone to buy a better version of a product, don’t wait until they’re halfway through checkout to mention it.
Show the upgrade while they’re still comparing their options.
Let’s say someone is looking at a basic $79 desk lamp. Right below the product details, you could show a $99 version with adjustable brightness, a USB charging port, and a longer warranty.
Add a simple comparison:
“Want adjustable lighting and built-in charging? See the upgraded model for $20 more.”
That’s much more useful than a generic “You may also like” carousel filled with unrelated products.
The customer is already interested in a desk lamp. You’re simply giving them another option.
A few places to try this:
- Right below the product price.
- Near the “Add to Cart” button.
- In a side-by-side product comparison.
- Below the product description.
- Next to size or model selections.
The goal is to make upgrading easy, not make the page feel crowded.
And remember, your original product still needs to look like a good choice. If you make the cheaper version seem terrible, you might convince someone not to buy anything.
8. Make One Last Offer in the Cart
The shopping cart is another place to offer an upgrade, but this is where you need to be careful.
Someone who has already decided to buy doesn’t necessarily want to start shopping all over again.
Keep the offer simple.
Say someone adds a $45 skincare set to their cart. You could show a message offering the larger $59 set with more product.
Something like:
“Want the full-size set? Upgrade for $14 more.”
Give them two clear choices: upgrade or continue with their original order.
Don’t make them click through three screens, close a bunch of popups, or hunt for the checkout button.
Your first job is still to complete the sale.
This is also a good place to test whether upselling helps or hurts your checkout performance.
If you haven’t already, take a look at our guide to A/B testing for startups. It covers ways to test checkout changes, including what to do when your store doesn’t have a ton of traffic.
A good upsell should make the decision easier, not give customers another reason to leave.
9. Try Upselling After the Customer Has Already Bought
Here’s an interesting idea: What if you waited until after someone completed their purchase to offer an upgrade?
That might sound backward, but it has one big advantage.
You’ve already made the original sale.
Some ecommerce platforms support post-purchase offers that let customers upgrade an order or add something else immediately after checkout.
For example, someone buys a $40 fitness program. On the confirmation page, you offer an upgraded $60 version that includes extra workout plans and meal guides.
The customer can accept or decline without going back through the entire shopping process, if your checkout platform supports it.
This can be especially useful because you’re not interrupting the original purchase.
Shopify has a helpful guide to post-purchase upsells that explains how these offers work and shows examples.
A few things to keep in mind:
- Make the offer closely related to what they bought.
- Explain exactly what changes if they accept.
- Don’t make declining difficult.
- Confirm the new total before charging anything extra.
- Check whether your platform supports the type of offer you want.
One good offer is usually better than a series of increasingly desperate attempts to get someone to spend more.
10. Use Email to Bring Customers Back for an Upgrade
Not every upsell needs to happen during checkout.
Sometimes the best time to offer an upgrade is after someone has used your product and knows they like it.
Imagine someone bought your entry-level photography lighting kit three months ago.
Now you have a premium version with brighter lights and more adjustable settings.
That customer might be interested, especially if they’re starting to outgrow the equipment they originally purchased.
You could send an email saying:
“Ready to upgrade your lighting setup?”
Then explain what’s better about the new kit and why it might be worth considering.
The trick is sending offers that make sense based on what someone bought and when they bought it.
A few email upselling ideas:
- Offer a larger size when someone is likely running low.
- Suggest a premium version after they’ve had time to use the original.
- Give repeat customers early access to upgraded products.
- Offer a trade-in or upgrade credit when it makes financial sense.
- Show customers how a better version solves a problem they may have run into.
Shopify also has a collection of upsell email examples worth looking at if you need ideas for your own campaigns.
Don’t bombard everyone on your email list with the same upgrade offer. Make it relevant, respect email preferences, and give customers a reason to care.
How to Tell If Your Upselling Is Actually Working
It’s easy to get excited when your average order value starts going up. But that number doesn’t tell the whole story.
What if customers are spending more per order, but fewer people are completing checkout?
Or what if you’re selling more expensive products but making less profit because your discounts are too generous?
You need to look at a few numbers together.
1) Average Order Value
This tells you how much customers spend per order, on average.
Average Order Value = Total Revenue ÷ Number of Orders
If your store brings in $6,000 from 120 orders, your average order value is $50.
If that increases to $58 after adding an upsell, you’re heading in the right direction. But don’t stop there.
2) Conversion Rate
Your conversion rate tells you what percentage of visitors make a purchase.
If your upsell increases order value but scares away potential buyers, you might end up making less money overall.
That’s why it’s worth keeping an eye on your ecommerce conversion rate whenever you change your product pages or checkout.
3) Upsell Acceptance Rate
This tells you how often people accept your upgrade offer.
Upsell Acceptance Rate = Accepted Upsells ÷ Eligible Offers × 100
If 100 customers see an upgrade offer and 12 accept it, your acceptance rate is 12%.
Track this by offer so you can see which upgrades customers actually want.
4) Profit Per Order
This is the number I wouldn’t ignore.
If an upsell adds $15 in revenue but costs you $14 in extra product, shipping, and fulfillment expenses, it may not be doing much for your business.
Look at the additional profit you’re making, not just the additional sales.
And if you’re running discounts, factor those into the calculation.
5 Upselling Mistakes That Can Cost You Sales
Upselling can work well, but it’s also easy to overdo it. Here are five mistakes I’d avoid.
1) Offering Upgrades That Don’t Make Sense
Someone shopping for a $20 T-shirt probably doesn’t need a $200 jacket shoved in their face.
Keep upgrades relevant to what the customer is already considering.
2) Making the Original Product Look Bad
If you spend all your time explaining why the cheaper version isn’t good enough, customers may start questioning whether they should buy anything from you.
The original product should still be worth buying.
3) Hitting Customers With Too Many Offers
An upgrade on the product page, another in the cart, three during checkout, and two more after purchase?
That’s exhausting.
Pick the places where an offer makes the most sense and leave customers alone the rest of the time.
4) Hiding the Real Price
Don’t automatically add upgrades to someone’s cart or make them hunt for a way to remove an extra charge.
Be clear about what they’re buying and how much it costs.
5) Ignoring Your Margins
A bigger order isn’t automatically a better order.
Before offering discounts, free shipping, or bundled deals, make sure you’re actually making money.
Where Should You Start?
If you’re running a small ecommerce store, you probably don’t have time to implement all 10 of these ideas at once. And you shouldn’t have to.
I’d start with the products that already sell well.
Look at your top five sellers and ask yourself whether there’s a natural way to offer something better.
Maybe you can introduce a larger size. Maybe you already sell a premium version that customers aren’t noticing. Or maybe there’s an obvious bundle you haven’t put together yet.
Here’s a simple plan for your first month:
- Week 1: Pick one popular product and create an upgrade offer.
- Week 2: Add the offer to its product page or shopping cart.
- Week 3: Track how many people see it, accept it, and complete checkout.
- Week 4: Review the numbers and decide whether to keep it, change it, or try something else.
You don’t need to overhaul your entire store to see whether upselling can work for you.
Start with one offer. Make it easy to understand. Give it enough time to collect useful data.
Then build from there.
Final Thoughts: Make More From the Customers You Already Have
There’s nothing wrong with wanting more traffic, more customers, and more sales. Every ecommerce business needs to keep bringing new people through the door.
But don’t overlook the people who are already shopping in your store.
If someone is ready to spend $40, they might be happy to spend $50 or $60 if you show them something that’s genuinely worth the extra money.
That’s the whole idea behind good upselling.
You’re not trying to squeeze customers for every dollar you can get. You’re giving them better options and letting them decide.
Start with your best-selling product. Come up with one upgrade that makes sense. Put it in front of customers and see what happens.
You might find that growing your store doesn’t always mean finding more customers. Sometimes it means doing a better job serving the ones you’ve already got.
