An upsell gets a shopper to spend more on the product they already want. A cross-sell gets them to add a different product that goes with it. Both raise order value, but they answer different questions: “Do you want a better or bigger version?” versus “Do you need anything with that?”
This guide covers the difference, upselling and cross-selling examples for common Shopify store types, where each offer belongs, and how to tell if it’s paying off. For the full range of bundle offers, see our product bundles guide.
What is the difference between an upsell and a cross-sell?
Shopify’s own guide to upselling and cross-selling puts it simply: upselling means upgrading to a pricier version of a product, while cross-selling targets related items. Its example is a laptop. Offering a faster processor is the upsell. Offering a printer on the next screen is the cross-sell.
| Upsell | Cross-sell | |
|---|---|---|
| What you offer | A better version, bigger size or more units of the same item | A different item that pairs with it |
| Shopper’s question | “Should I get the better one?” | “What else do I need?” |
| Typical place | Product page, while choosing options | Product page, cart, thank-you page |
| Example | 3-pack instead of 1 | Case with a phone |
| Main risk | Pushing a version the shopper doesn’t need | Suggesting items that don’t fit |
Most stores use both. The skill is matching the right one to the product and the moment.
What are some upselling examples?
An upsell keeps the shopper on the same product and raises the value of that line. Some common forms:
- More units at a lower unit price. A coffee roaster offers 1 bag, 2 bags at a small discount, or 3 bags at a bigger one. This is often called quantity breaks or volume discounts.
- A larger size. A skincare brand shows the 100 ml bottle next to the 50 ml one, with the price per ml.
- A premium version. A kitchen store offers the knife in a steel or a Damascus blade.
- A subscription. A supplement store offers a one-time purchase or a subscribe-and-save option.
- An upgrade or add-on service. A furniture store offers white-glove delivery, or an electronics store offers an extended warranty.
The quantity upsell is the easiest to run on Shopify, since it needs no new products. Our quantity breaks guide covers it in depth, and how many quantity break tiers helps you pick the number of options.
What are some cross-selling examples?
A cross-sell adds a new line to the order. The best ones complete the main product or make it easier to use. Shopify’s guide gives batteries as an example: the customer can use the product the day it arrives.
| Store type | Main product | Cross-sell |
|---|---|---|
| Hair care | Shampoo | Matching conditioner |
| Coffee | Espresso beans | Grinder or filters |
| Plants | Houseplant | Pot and potting mix |
| Apparel | Shirt | Shorts and socks in a matching set |
| Cameras | Camera body | Memory card and spare battery |
| Pets | Dog bed | Washable cover |
Cross-sells also show up as a fixed set (“the starter kit”), a “pairs well with” row on the product page, or a free gift that introduces a second product. Our frequently bought together guide compares the native and app options for showing these pairs, and free gift with purchase covers the gift route.
Where should each offer appear on a Shopify store?
Place each offer where the shopper is making the matching decision.
- Product page. This is the natural home for upsells. The shopper is still picking size, version and quantity. It’s also a good spot for one cross-sell. Shopify’s developer docs on complementary products suggest placing them near the top of the product page and showing 2 to 3 by default, with a header like “Pairs well with”.
- Cart. The shopper has decided. A small, cheap cross-sell fits here. A big upsell can feel like a second sales pitch.
- Thank-you page (post-purchase). The order is already placed, so an offer here can’t block it. Shopify’s guide notes this is the trade-off: no risk to the first order, but irrelevant or repeated offers cause fatigue. Shopify’s post-purchase extension docs mark the post-purchase page extension as beta, and live stores need to request access. See our post-purchase upsell glossary entry for how these offers work.
- Email after delivery. Refills, accessories and the next size up fit here, once the customer has used the product.
A simple rule: one upsell and one cross-sell per step is plenty. Stacking widgets makes the page longer and the choice harder.
How do you set up upsells and cross-sells on Shopify?
You have three routes: theme features, an app, or custom code.
With your theme and native tools
Many themes can show a complementary products block on the product page. You pick the products, and Shopify’s recommendations show them. The developer docs note that out-of-stock products, products priced at 0, gift cards and items already in the cart aren’t included. Native discounts can add a deal, such as a buy X get Y. The frequently bought together guide walks through this setup.
What native tools don’t give you is a set of quantity tiers on the product page, or a bundle the shopper adds in one click at a bundle price.
With Sam Bundles
Sam Bundles, our app, puts offers on the product page, and the discount applies automatically in the cart and at checkout, with no code. Here is how its offer types map to upsells and cross-sells:
| Goal | Sam Bundles offer | How it works |
|---|---|---|
| Upsell to more units | Quantity breaks | Bars such as Single, Duo and Trio, each priced at full price, percentage off, amount off or a fixed price |
| Upsell with a reason to pick a tier | Quantity breaks add-ons | A Most Popular badge, a Savings summary or Add free gift on a bar |
| Upsell via “buy more, get free” | Buy X, get Y | Free or discounted items when the shopper buys a set number |
| Cross-sell on a quantity tier | Complete the bundle | Adds other products to a bar at that bar’s discount |
| Cross-sell a fixed set | Fixed bundle | Up to 30 products at one bundle price, added in one click |
| Cross-sell with choice | Mix and match or bundle builder | Shoppers pick one item per group, or build their own set with a growing discount |
For fixed bundles, mix and match and the bundle builder, the Show on included products page setting puts the bundle on the page of every product in it. You choose the products in each offer yourself; the app does not build pairs from order history. Start with the create offer guide.
With custom code
A developer can build a custom layout with the Product Recommendations API, such as a checkbox list with one button. It still needs a separate discount if you want a pair price.
Should you upsell or cross-sell a given product?
Look at how customers already buy it. Export your orders from the last few months and check two things: how often people buy more than one unit, and which products show up on the same order.
| What your orders show | Start with |
|---|---|
| Many orders with 2+ units of the same item | Quantity upsell (tiers) |
| A clear pair that appears together often | Cross-sell, as a bundle or “pairs well with” |
| The product needs a part to work | Cross-sell the part on the product page |
| A premium version exists and sells | Version upsell with a side-by-side comparison |
| Low price items that rarely sell alone | Bundle them into a set |
| Repeat purchases every month or two | Subscription upsell or refill email |
Our product bundling strategy guide has a longer checklist for choosing what belongs together.
How do you keep upsells and cross-sells honest and profitable?
A pushy offer can win one order and lose the customer. Keep these rules:
- Relevance first. Only suggest items that fit the product. A random add-on is noise.
- Real prices. The “before” price should be what you normally charge, and the saving should be real.
- Real deadlines. If you schedule an offer to end Sunday, end it Sunday. Don’t use a countdown that resets. Our post on false urgency explains why.
- Easy to skip. Don’t pre-select add-ons the shopper didn’t choose. Make “no thanks” clear.
Then check the math per order. For example, with made-up numbers: a $30 product costs you $12, and a $10 accessory costs you $4.
| Offer | Customer pays | Your cost | Profit per order |
|---|---|---|---|
| 1 unit, no offer | $30 | $12 | $18 |
| Upsell: 2 units at 10% off | $54 | $24 | $30 |
| Cross-sell: product + accessory at 10% off | $36 | $16 | $20 |
| Cross-sell: product + accessory at 20% off | $32 | $16 | $16 |
In this example, the 20% set still raises order value from $30 to $32, but profit drops below the no-offer order. Work out your discount from margin first. The bundle pricing strategy guide shows how.
How do you know if an upsell or cross-sell works?
Run one offer on one product for a few weeks, and compare it with a normal period of the same length. Track:
- Average order value, from the same Shopify report each time.
- Take rate: how many orders include the upsell tier or the cross-sell item.
- Conversion rate on the product page. If it drops, the offer may be adding friction.
- Profit per order, using your own costs.
In Sam Bundles, the dashboard tracks added revenue, orders and AOV uplift. Our AOV playbook explains how to measure these numbers.
Start with your best seller. Pick the upsell or cross-sell your orders already point to, run it, then roll the winner out to the next product.
Frequently asked questions
What is the difference between upselling and cross-selling?
Upselling moves the shopper to a pricier version or a larger quantity of the product they are already buying. Cross-selling suggests a different product that goes with it. Both aim to raise the order value, but an upsell replaces or grows the item, while a cross-sell adds a new one.
Is a bundle an upsell or a cross-sell?
It depends on what is in it. A multipack of the same product, such as 3 for a lower price per unit, works like an upsell. A set of different products that go together, such as a shampoo, conditioner and hair mask, works like a cross-sell.
Which is better for a Shopify store, upselling or cross-selling?
Neither by default. Upsells fit products people buy in multiples or that come in better versions. Cross-sells fit products that need an accessory or refill. Look at your orders to see which behavior your customers already show, and start there.
Where should I show upsells and cross-sells on Shopify?
Upsells usually work best on the product page, where the shopper is still choosing a size, version or quantity. Cross-sells can go on the product page, in the cart, or after purchase on the thank-you page. Keep it to one or two offers per step so they don't slow shoppers down.
Can I upsell and cross-sell without an app on Shopify?
Partly. Themes can show complementary products you pick, and native discounts cover simple deals. Product page quantity tiers, a bundle with one add to cart button, or post-purchase offers usually need an app or custom development.
Sources
Part of our guide: Product bundles →