Cross-selling and upselling strategies that grow average order value

Bringing new customers to your store costs money. Selling a little more to people who are already buying costs much less, and that’s where cross-selling and upselling strategies come in. Both help you increase revenues from shoppers who’ve already decided to order from you.

This guide covers what each tactic means, the key differences between them, 12 upselling and cross-selling strategies, where to place offers, how Print on Demand fits in, common mistakes, and how to measure results.

What are upselling and cross-selling?

Upselling and cross-selling are two ways to raise how much a shopper spends in a single order. Upselling encourages them to choose a better, bigger, or pricier version of the item they want. Cross-selling suggests extra items that go with it.

Each is a classic sales technique that applies to almost anything a company offers, from B2B contracts to software plans with advanced features. This post focuses on online stores, where these offers appear at different points in the sales process: on product pages, in the cart, and in your emails.

What is upselling?

Upselling means encouraging a customer to buy a premium version, an upgraded variant, or a larger quantity of the item they’ve already picked. The focus stays on that one item.

In an online store, that might look like a shopper choosing a poster and seeing the framed version right next to it. In clothing or home decor, upgrades are usually a larger size, better materials, or a nicer finish. Either way, a more expensive version only works as an upsell when the shopper can clearly see what the extra money gets them.

What is cross-selling?

Cross-selling means suggesting related items that complement what’s already in the cart. The goal is to help the shopper build a fuller order with several products.

One of the simplest cross-selling examples is a hoodie buyer who sees a matching beanie in the same color. When the pairing makes obvious sense, the suggestion feels like a helpful reminder.

Cross-sell vs upsell: Key differences

The cross-sell vs upsell choice depends on timing. Upsells work best while the shopper is still deciding which version to buy. Cross-sells fit after they’ve chosen, when they’re open to adding something. Use both in one customer journey. Upsell on the product page, then cross-sell in the cart or after checkout.

Why cross-selling and upselling matter for your store

The biggest benefit is simple. You earn more from each order without spending more to get it. Winning more customers through ads and promotions usually costs more than selling to existing customers, who already know and trust your store.

Here’s what relevant offers can do:

• Raise average order value. Each add-on or upgrade increases what a shopper spends per checkout.

• Grow customer lifetime value. A shopper who places several orders over time is worth far more than a single sale, and smart follow-up offers build that value over time.

• Encourage repeat purchases and customer loyalty. When suggestions save people time, shoppers link your store with a good experience and have a reason to come back.

• Improve customer satisfaction. A shopper who finds a matching piece at checkout is happier than one who spots it after the package arrives.
  
  

There’s an honest trade-off, though. Irrelevant or pushy offers hurt trust and conversion, and bundle discounts eat into profit margins, so not every offer is worth running.

Aim to provide customers with suggestions that genuinely help them shop. For a wider view of how these tactics fit into your plans, see our guide to eCommerce growth strategy.

12 Cross-selling and upselling strategies that work

Some of these are cross-selling techniques, some focus on upselling, and a few support both by bringing shoppers back.

1. Recommend complementary products

Start with the simplest move: suggest complementary products that complete what the shopper is already buying. A mug buyer might like a matching coaster, and someone ordering a tee might want the same design on a phone case. Keep it to two or three relevant products so the choice stays easy.

Watch out for weak pairings. If shoppers have to wonder why an item is there, it reads as noise, and even relevant suggestions start getting ignored. Effective cross-selling feels like a natural next step for the shopper.

2. Bundle related items at a small discount

Grouping related items into one offer, priced slightly below what they’d cost separately, gives shoppers a reason to buy the full set. You can also add an item that’s only available in the bundle, which adds value without a deep discount. A gift set with a mug and poster lets shoppers buy multiple products in one click.

Bundles, automated recommendations, and post-purchase offers usually depend on your store platform or an app. Every discount also comes out of your profit margins, so work out the profit per bundle, after production and shipping, before you publish it.

3. Show “frequently bought together” picks

These suggestions use order data to show what other customers purchase alongside an item. Because they’re based on real orders, shoppers tend to trust them.

No data yet? Pick pairings manually. Offer the same design on other products, or other designs on the same product. A shopper who likes your mountain graphic on a tee may want it on a hoodie too. Automated picks only become meaningful once a new store has enough orders to draw from.

4. Price cross-sell products below the main item

Low-cost add-ons feel like an easy yes. When cross-sell products cost much less than the main item, such as a $4 sticker next to a $28 t-shirt, shoppers rarely think twice. Cheaper products like stickers or socks work well as impulse purchases at the cart stage.

The catch is that very cheap add-ons can carry fulfillment and shipping costs that are high relative to their price. Check what each add-on earns you. Our guide to the most profitable products to sell online can help you choose items with healthier margins.

5. Offer a premium version

An upsell only works when shoppers can see what they’re paying for. Make the premium version obvious in the product name, photos, and description. Good examples of upgrades that are easy to show include printed vs embroidered designs, or a standard tee vs a heavyweight or organic one.

Use close-up photos of stitching or fabric texture, and list the differences in plain words, like thicker fabric, raised stitching, or organic cotton. If shoppers can’t spot the difference, they won’t pay for it, and the upsell turns into a distraction.

6. Set a free shipping threshold

Offering free shipping above a set order total can encourage customers to add one more item to qualify. Set the threshold slightly above your current average order value. If your average order is around $35, for example, a $45 threshold gives shoppers a realistic target.

Show progress in the cart with a message like “You’re $8 away from free shipping,” and suggest a few items that close the gap. A threshold can help increase revenues, though you absorb the shipping cost. Do the math first, and make sure the extra items more than cover what you’ll pay to ship the order.

7. Personalize offers

Not every shopper wants the same thing. Segment your customer base using past behavior, location, and season, then tailor offers to each group. Someone who bought pet-themed mugs might like a matching tote, while repeat hoodie buyers may respond to winter accessories.

Data analytics in your store dashboard shows patterns, and customer relationship management (CRM) software stores customer details and purchase history so you can act on them. Some email platforms include basic CRM tools too.

8. Use reviews and social proof

Shoppers trust other shoppers. Show reviews, ratings, and photos from satisfied customers on your premium options, especially comments that mention quality, fit, or durability. Real customer feedback answers the question “Is the upgrade worth it?” better than any product description.

Encourage reviews with a follow-up email, and reply to them to build customer engagement.

9. Build seasonal and gift collections

Holidays and seasons give you natural reasons to cross-sell. Group products into collections like “Gifts for dog lovers,” “Back to school,” or “Winter essentials,” so shoppers can find matching items in one place.

If you sell across several markets, plan for different climates. Your winter collection won’t suit buyers in the Southern Hemisphere in December. Tie these collections into your wider marketing and cross-selling efforts, from email to social posts. Seasonal listings also need regular updating, or your store ends up promoting last year’s holiday in July.

10. Add post-purchase offers

Once the initial purchase is complete, the hardest decision is behind the shopper. A one-click offer on the thank-you page can add an item without making the shopper go through checkout again.

Keep post-purchase cross-selling simple: one relevant product, a clear price, and an easy way to say no.

11. Follow up by email

Email turns a single sale into ongoing customer interaction. Send cross-sell emails based on past purchases, like accessories for a recent hoodie order or a new design in a collection they liked. Cart and wishlist reminders also bring back shoppers who almost bought.

Email follow-ups give you a direct way to turn one-time buyers into repeat customers. Strategic cross-selling by email depends on timing and relevance more than volume. Too many emails lead to unsubscribes, so keep the frequency reasonable and every message useful.

12. Reward loyal customers

The most loyal part of your customer base is your easiest upsell and cross-sell audience. Give them early access to new drops, member pricing, or a small discount on their next order. These rewards make existing customers feel valued and support brand loyalty over time.

Tie perks to a matching item where you can, such as early access to a new hoodie in their favorite design. That way, one offer works as a thank-you and a cross-sell at once. Keep in mind that rewards cost money and only pay off if they raise customer lifetime value.

Where to place cross-selling and upselling offers

Effective cross-selling depends on placement as much as the product itself. Match each placement to where the shopper is in the purchase process, and your offers will support the customer journey without interrupting it.

Product pages

Product pages are the best place for upsells and “complete the look” cross-sells, because the shopper is still deciding. Show the premium version as a clear option next to the standard one, and add two or three complementary items below. Keep the main product front and center so suggestions don’t compete with it.

Cart and checkout

The cart suits small, low-friction add-ons, like the low-cost items from strategy 4, especially when paired with a free shipping progress bar. Avoid anything that distracts from paying, such as pop-ups or long lists of options at checkout.

Post-purchase pages and email

After the order goes through, follow up with offers based on what was just bought, either on the thank-you page or in an email about a week later. Keep these messages tied to the original order.

Social media and ads

Catalog ads let you show related items to people who’ve already visited your store or bought from you. On Facebook and Instagram, Meta’s Advantage+ catalog ads can remind shoppers about items they viewed or added to the cart, and show past buyers products that pair with their order. For more ideas, read our guide to building a marketing strategy.

Why Print on Demand suits cross-selling and upselling

The print-on-demand business model lets you test bundles and upgrades with little risk. Printful prints each item after a customer orders, so you don’t buy stock up front or worry about leftover inventory. If you’re selling products in matching designs, you can add a new item to a bundle or collection without guessing how many will sell.

Keep shipping in mind before you discount a bundle. Each item has its own base price, and Printful ships items separately when they’re fulfilled from different locations, which can add to shipping costs. Check that your profit margins still hold once production and shipping are counted.

Cross-selling and upselling mistakes to avoid

Even good offers backfire when they’re poorly timed or presented, and a clumsy offer can hurt the whole customer experience. Watch out for these common mistakes:

• Pushy pop-ups. Interrupting shoppers with offer after offer is an aggressive sales tactic that drives people away. One well-placed suggestion beats three pop-ups.

• Too many options. Showing ten add-ons makes choosing harder, and some shoppers abandon the purchase altogether. Stick to two or three.

• Irrelevant suggestions. Offering a phone case to someone buying a baby onesie feels random. It signals that you don’t understand your customers.

• Upselling after a bad experience. If a customer just contacted you about a late order or a problem, fix that first. An upsell at that moment only adds to customer dissatisfaction.

• Hiding the real price difference. Shoppers notice when an upgrade costs more than it seemed. Show the full price clearly.

• Recommending items that are out of stock or slow to ship. Suggesting something a customer can’t get quickly leads to frustration and canceled orders.
  
  

How to measure what’s working

You can’t improve what you don’t track. These metrics show what successful cross-selling and upselling look like in your store:

• Average order value. The average amount spent per order.

• Attach rate. The share of orders that include an add-on or cross-sell item.

• Upsell take rate. The share of shoppers who accept an upgrade when it’s offered.

• Conversion rate. The share of visitors who complete a purchase. Watch that it doesn’t drop when you add offers.

• Repeat purchase rate. The share of customers who order again, which is a clear sign of customer retention.

• Customer lifetime value. The total a customer spends with you across all their orders.
  
  

Shopify and other store platforms show average order value, conversion rate, and returning customer data in their built-in reports. Attach rate and upsell take rate usually come from your upsell or bundling app.

Test one change at a time, such as a new bundle or a free shipping threshold, and compare results over a fixed period, like four weeks before and after. If your platform or app supports A/B testing, use it, since seasonal swings can skew a before-and-after comparison.

Start small and build on what your customers already buy

The best cross-selling and upselling strategies start simple. Try a few simple offers, like a complementary product on your product pages, a free shipping threshold in the cart, and a single bundle. Measure the results for a few weeks, keep what’s increasing sales, and expand from there.

Ready to put together your first bundle? Browse our list of trending products to sell.