The Smartest Upsell & Cross-Sell Examples In eCommerce

Approximately 50% of all 4000 products sold per minute on Amazon are actually upsells and cross-sells. 

Yet, all some brands do in the name of upsells and cross-sells is feature the good ol' ‘you may also like’ section. 🙂 

But we're here to cover examples that are so smart, they don't even feel like an upsell or cross-sell. They feel...well…natural (and also help increase AOV). 

THIS POST COVERS:

▶ UPSELLS

1. Burrow upsells additional configurations

2. Ipsy asks shoppers to customize & upgrade their shipment

3. Roka upsells right within the navigation

4. Only Natural Pet makes use of decoys to upsell

5. Sur La Table puts upgraded shipping on the table

6. Lomi nudges shoppers to opt for larger but slower subscriptions

7. Bowflex creates a magnificent upsell with a comparison landing page

8. Gibbons USA offers better product variants with guidance

9. Lowe’s upsells are AI powered – in live chat

10. Brooklinen upsells with tiered discounts on quantity

11. KT by Knix features influencer-led product upsell promotions

12. Fred features a hero product for their seasonal range

13. Coach subtly upsells with practical use cases in comparisons

14. Hydro Flask encourages larger purchases with tiered loyalty rewards

15. Wayfair upsells products by browsing history

▶ CROSS-SELLS

16. Vacation Inc. shows a homepage edit

17. J.Crew personalizes cross-sells in the site search

18. Brilliant Earth’s product builder combines upsells and cross-sells

19. Clare shows cross-sells by use-case

20. Nomadix lets shoppers build bundles

21. Tatcha suggests shoppers to complete a ‘Ritual’

22. Displate offers an option to “See Similar”

23. PB Dorm lets shoppers shop from UGC

24. Free People cross-sells products in their live stream

25. Madewell shows ‘How to Style’

26. By Heart lets shoppers subscribe to bundles

27. Purple makes cross-sells a necessity

28. Veloretti makes accessories part of the buying experience

29. Larq offers refills as cross-sells

30. Lacoste creates a holiday gift guide

30 Really Smart eCommerce Upsell & Cross-sell Examples

▶ UPSELLS

1. Burrow upsells additional configurations

An upsell is a better version of a product, and Burrow’s product configuration upsell does exactly that. 

All three upsells show how modular Burrow’s furniture is:

Some upselling ideas from this upsell example:

💡 Limit the no. of upsells, and only offer the most relevant options – give shoppers a next size up or a complementary add-on. For example, if they’re buying a 50ml moisturizer, show a 400ml pack (“save 15%”), a travel-size (“save 30%), along with a bundle offering a travel pack + a sunscreen.

💡 Position upsells to show what the base product’s features (ones which a shopper may have otherwise missed – without over-explaining) – for example, if someone’s viewing a blender, show versions with a larger jar or extra attachments in use.

2. Ipsy asks shoppers to customize & upgrade their shipment

Upsells on the ‘Thank you’ page aren’t that smart. 

Why: a shopper who’s just bought something will be a lot less likely to buy again. 

Instead, take Ipsy’s subscription reminder email as a benchmark for when (and how) exactly you can trigger upsells after a purchase, for upgrades/customization:

Some ideas to inspire your upselling strategy:

💡 Let shoppers pre-book restocks; say something like, “People who loved your sheets restocked in 6 months. Pre-schedule your next set and save $10.”

💡 Ask shoppers to upgrade to the top of the line model – you can say, “You’ve had your [product] for 60 days. Now it’s time for this” or “Loved your first pair? Upgrade to the pro compression series for $25 more.”

💡 Use dynamic cross-sells triggered by what category they just purchased from – for example, if they bought a mattress, recommend sheets in your post-purchase emails.

Also read: Preventing Buyer's Remorse: How eComm Stores Can Curb Post-Purchase Anxiety

3. Roka upsells right within the navigation

Most shoppers may not even scroll enough to see your upsells on product pages. 

But shoppers on the navigation are there because they need more options. 

Which makes Roka’s navigation upsells through product features, nothing short of genius:

Some ideas to inspire your upselling strategy:

💡 Feature upsell or cross-sell callouts inside category pages — add subtle prompts like “Explore our top of the range” or “Upgrade your closet with our new compression series.”

💡 Display new launches as a menu bar item with some smart highlights – you can use quick-view modals with a short description, key product badges (“Bestseller,” “Editor’s Pick”), and any financing options directly on hover.

💡 Rearrange menu items by a shopper’s location and browsing history – for example:

- If a shopper browsed a category previously, show it near the top, or color block the category to pull in the shopper.  

- You can also show different products in your “Summer Edit” for warm regions and colder regions.

Also read: How Top eCommerce Brands Simplify Navigation: 39 Brilliant Examples

4. Only Natural Pet makes use of decoys to upsell

Only Natural Pet’s category page product listings are arranged in such a way that shoppers naturally gravitate towards the higher cost options – because they’re more value for money:

Key ideas for upsells from this upsell example:

💡 Make the “middle-tier” products feel like the smartest buy – for example, you can make the middle-tier a bundle, or you can highlight the cost-per-use savings on them.

💡 Create bundles that act as natural decoys — one small, one premium, and one slightly cheaper combo that nudges shoppers toward the higher-value bundle.

Also read: Product Listing Pages: 27 High-converting Examples For 2025

5. Sur La Table puts upgraded shipping on the table

Upsells don’t have to be just about products. 

Sur La Table offers free shipping, but offers shoppers an option to upgrade and get their product quicker:

Some ideas to inspire your upselling strategy:

💡 Offer paid “gift-priority” shipping options during peak seasons (and maybe throw in extended returns with gift wrapping, too).

💡 Use shipping upsells to generate loyalty program signups (make fast delivery speed a loyalty perk).

🚀 Convertcart Pro Tip

Delivery upgrades can double as customer segmentation – cause shoppers who pay for speed are your best customers.

6. Lomi nudges shoppers to opt for larger but slower subscriptions

Lomi shows how you can position upsells for larger subscriptions right from the start. 

Since they are on autoship, they ask shoppers to pay for a larger product quantity, and skip refilling often, with massive savings and free shipping:

Some more ideas to inspire your upsells:

💡 Show per cost per use, and maybe show the savings as badges beside the subscription pricing – for example, if you offer 3 refills lasting 6 months, show the per-day (or per-month) cost for each refill – “$0.47 per day.” 

💡 Frame future benefits into your copy – say something like “Lock in savings – your future self will thank you” or  “66% of our shoppers opt for the 6-month plan — zero stress on refills.”

💡 Suggest future use cases to down-sell (but increase AOV) like, “Save $3 when you grab a travel-size with a full-size.”

Also read: 36 Real-World Examples Of Gamification In eCommerce (Ones That Actually Drive Sales)

7. Bowflex creates a magnificent upsell with a comparison landing page

While most brands just show a comparison chart, Bowflex creates the option for shoppers to compare products and choose the one that’s best for them, on a full landing page:

Some ideas to inspire your upselling strategy:

💡 Tie educational blogs on product comparisons to product pages and vice versa (PDPs to blogs).

💡 Instead of just listing specs, show callouts linked to lifestyle goals on the top of the fold, think: “Ideal for home gyms under 6 ft ceilings.”

💡 Add social proof next in your comparisons as well – show review counts, excerpts of testimonials from pros, or even a video showing the product’s effectiveness.

💡 Cross-link comparisons to lifecycle upgrades — show links like, “Here’s what pros upgraded to after 2 years.”

Also read: 11 Secrets behind Amazon’s high-converting product comparison charts

8. Gibbons USA offers better product variants with guidance

Better products are one thing. But better product variants? 

Take Gibbon’s Slackboard as an example of how to upsell smartly. They not only show the quick benefits, but also feature a quiz prompt ‘Help me choose’:

Some ideas to inspire your upselling strategy:

💡 Frame it as a better fit or longer-lasting alternative (helps you tap into “I don’t want to regret not getting the better one”).

💡 Show guided trade-offs – use copy like “Want the version runners love 2x more?” or “Upgrade for just $14.”

💡 Offer multiple variants linked to a base product as upsells in the first fold – for example, if the same t-shirt design is on offer as a v-neck and a round neck, offer those as product variants (along with size and colors).

9. Lowe’s upsells are AI-powered – in live chat

Personalization sells upsells, especially when you use it like Lowe’s does. 

Instead of housing product recommendations on product pages, Lowe’s AI chatbot recommends products that exactly fit a shopper’s use-case, budget, and specs:

Some ideas to inspire your upselling strategy:

💡 Auto-suggest questions based on which section of a page (or what page) a shopper is scrolling – for example, if shoppers are hovering on the description, nudge with prompts, like: 

“Got a specific use-case in mind?” 

“Want similar products like {product} under $XX.” 

“Looking for more shades?”

“What offers can I get on {product}?”

💡 Use your exit intent pop-up to frame your upsell/cross-sell/down-sell – “What stopped you from buying?” – offer options like price, fit, trust, delivery – you can display immediate results or gather data to retarget over emails. Change the framing depending on what shoppers choose. For example, if shoppers select fit, show exact reviews mentioning size, along with multiple types of fit like ‘oversized’, ‘relaxed’, ‘slim’, etc. 

Also read: Using AI for Conversion Rate Optimization: 7 Proven Strategies for eCommerce Stores

10. Brooklinen upsells with tiered discounts on quantity

This upsell example is the simplest yet the smartest. Brooklinen combines product and quantity upgrades with a side of tiered discounts on buying more:

Some ideas to inspire your upselling strategy:

💡 Offer more discounts by commitment– for example, you can offer “Buy 3 sets now” and “subscribe quarterly and save even more”  – as they increase quantity, show how cost-per-use or loyalty points multiply.

💡 Reuse the same tiering logic for category expansion — “Spend $200 on sheets, get $20 off towels.”

Also read: eCommerce Tiered Discount: 10 Awesome Examples You'd Want To Copy

11. KT by Knix features influencer-led product upsell promotions

Upsells for visual-led products at the top of the funnel can get a bit challenging. KT by Knix shows how you can guide shoppers to your featured product upsells by using callouts on category pages, showing influencers:

Some ideas to inspire your upselling strategy:

💡 Test creatives for the promo callouts, different ones showing as shoppers scroll through (the product stays the same, but the social proof changes by who’s viewing).

💡 Show short clips of how influencers style or use the product – helps more than model shots.

Also read: Influencer Marketing 101: Step-by-Step Strategy For eCommerce Store Owners

12. Fred features a hero product for their seasonal range 

Most brands just show their full seasonal collections. But Fred just shows a single product for their Halloween collection. 

And here’s why this upsell email example is really smart: it fully takes into account what product a shopper is more likely to interact with:

Some ideas from this upsell email example:

💡 Use hero products to pull shoppers into a micro-collection (“Shop everything that matches your Halloween mug”).

💡 Use the ‘drop’ strategy for seasonal upsells – the idea is to offer only limited quantities of a product to shoppers, paired with a live stock counter and countdown.

💡 Show new seasonal product variants in the cart page – reinforce choices, but say something like “Your choice looks great. Want to see it in the new winter color?”

Also read: 34 Black Friday Marketing Ideas For 2025 (eCommerce)

13. Coach subtly upsells with practical use cases in comparisons 

Instead of directly recommending products, Coach shows what a product can fit. 

This creates a subtle upsell for the larger product, because shoppers can compare dimensions of other smaller bags to check if they’ll fit:

Some ideas to inspire your upselling strategy:

💡 Add a layer of storytelling into comparisons – like, “The bag for your weekday vs. the one for your weekend.”

💡 Suggest what’s missing from their setup (“Add this wallet, and you’re set” or “If you’re buying the tote, here’s the wallet it was designed to hold.”

💡 Show interactive callouts that show shoppers more products by specific use-cases, like “Looking for more products that fit: < Under Plane Seats >  | < Gym Lockers > | < Car Seats > .”

Also read: eCommerce Upsell Emails: High-converting Examples (+ Templates)

14. Hydro Flask encourages larger purchases with tiered loyalty rewards

Upsells can keep shoppers loyal.

Hydro Flask shows how loyalty rewards can get shoppers to keep purchasing by offering 3 different tiers of rewards:

Some ideas to inspire your upselling strategy:

💡 Tie a cause to purchases to get shoppers to buy more (a progress bar helps gamify the upsell even more).

💡 Show loyalty points shoppers may earn on individual purchases (ideally in the first two folds).

Also read: eCommerce Referral Marketing Cheat Codes: Hacks from 6 Amazing Programs

15. Wayfair upsells products by browsing history

Most homepages feature a few trending items. But Wayfair shows paths based on what a shopper interacted with:

Some ideas from this eCommerce upsell example:

💡 Group products a shopper viewed by use-case and retarget via ads and the homepage.

💡 Cross-sell by suggesting themes like ‘complete your {goal}.’

💡 Offer ‘today only pricing – for your favorites – price goes up in xx:xx:xx’ to browse and cart abandoners – this way shoppers feel that they can’t miss out, and all upsells/cross-sells feel way way stronger.

Also read: 38 Brilliant Examples of eCommerce Personalization

▶ CROSS-SELLS

16. Vacation Inc. shows a homepage edit

Homepages are for cross-sells, but Vacation Inc. does it a cut above. They arrange their best-sellers like a scrapbook, and use hotspots, making it one of the most interactive cross-sells we’ve ever seen:

Some ideas to optimize your cross-sell strategy:

💡 Change the recommendations by weather or region — for example, shoppers from California see sunscreen + tinted moisturizers + tanning oil, while New York also sees hydrating serums.

💡 Incentivize shoppers to “discover” hidden bundles – this way, the upsells feel extremely natural. 😉

Also read: High-Converting Mobile Homepage Blueprint For eCommerce

17. J.Crew personalizes cross-sells in the site search

Instead of recommending other types of products, J.Crew cross-sells related categories as well as sub-categories of a product a shopper has viewed/searched before, right in their search bar. 

Note how they show different materials for sweaters as well as sweaters for other genders:

Some ideas from this eCommerce cross-sell example:

💡 Use predictive pairing — when someone types “cashmere,” show matching products or related subcategories like “cashmere jumpers,” “cashmere scarves.”

💡 Add mood search chips — “office,” “vacation,” “layering” — so each leads to a cross-category curated result page.

Also read: 143 A/B Testing Ideas For Shopify Stores

18. Brilliant Earth’s product builder combines upsells and cross-sells 

Brilliant Earth shoppers can select from a wide range of products from three different categories to create a unique (and personalized) ring:

Some ideas from this eCommerce cross-sell example:

💡 Offer a concierge service to actually guide high-value shoppers through the building process.

💡 Offer quick budget filters on each step of the process (but always ensure each option has at least one higher-paid option beside it).

💡 Retarget incomplete builds – follow up with “you left your design halfway” emails.

💡 Let shoppers get collaborative with builds — couples, roommates, or friends can co-design.

💡 You can even run “design challenges” — let shoppers vote on user builds, feature the winners as limited-edition drops.

Also read: How to Boost Sales with Smart eCommerce Merchandising

19. Clare shows cross-sells by use-case

Most brands just show related products, but Clare lets shoppers filter by their exact use case for their paint, while also showing deeply related products:

Some ideas from this eCommerce cross-sell example:

💡 Show “project mentors” — feature completed setups as shoppable case studies.

💡 Integrate a “Before You {Use-Case}” checklist cross-sell — each step can link directly to related products required for the particular project/use-case.

20. Nomadix lets shoppers build bundles

Most brands feature readymade bundles as cross-sells. Nomadix, however, offers an option to build, with ready suggestions. 

Some ideas to take away from this eCommerce cross-sell example:

💡 Pair a service with a bundle – like a “30 Day Wellness Challenge.”

💡 Offer an option to try bundles – say something like, “try the bundle free for X days – if you hate it, return by xx/xx – card will be charged on xx/xx, if not returned.”

Also read: 15 product bundling examples that convert (& 10 proven ideas)

21. Tatcha suggests shoppers complete a ‘Ritual’ 

Tatcha taps into the human itch to finish sets. They create a 4-step routine and suggest 4 products as a ritual:

Some ideas from this eCommerce cross-sell example:

💡 You can use this idea to create a “Complete the outfit” in apparel stores, “Full workstation setup” for tech stores (you get the idea – ultra relevant cross-sells).

💡 Add social proof below your routines/equipment drop – show expert recommenders like stylist profiles or doctor profiles, or even expert sportsperson profiles.

22. Displate offers an option to “See Similar”

Displate arranges cross-sells on their product page by grouping products according to vibe overlap (“retro sci-fi,” “neon city”), making cross-sells feel like taste:

Some ideas from this eCommerce cross-sell example:

💡 Feature a “see similar” option on category page listings to shuffle product listings by style.

💡 Let shoppers “save a wall” — build collections to buy later, and retarget when any product in the set goes on sale.

23. PB Dorm lets shoppers shop from UGC

PB Dorm features a shoppable UGC gallery with hotspots, which shoppers can interact with to view a whole range of products:

Some cross-selling ideas from this eCommerce cross-sell example:

💡 Offer mini-carts inside lifestyle shots — so a shopper can hover to see all products along with a “shop the scene” CTA.

💡 When you display influencer-led UGC featuring multiple SKUs on product pages, tag all featured products as shoppable quick view links under an “in this reel” section (helps create natural cross-sells).

💡 Let shoppers pick and choose what SKUs they want to add from the UGC content (maybe keep a floating cart bar, with a summary of all products added).

Also read: 27 Brilliant User-Generated Content Examples (eCommerce)

24. Free People cross-sells products in their live stream

Livestreaming products may seem like cross-sells, but for shoppers already in the middle of the funnel, it’s nothing but an upsell. 

Note how Free People’s livestream has shoppers commenting to see their favorite products:

Some ideas to inspire your upselling strategy:

💡 Host post-stream Q&As — product designers answer questions, and their answers become mini upsells (“Yes, it’s compatible with X”).

💡 Use watch data for retargeting — segment audiences by what they lingered on most and upsell the same category next week.

💡 Launch a “Backstage Pass” format — the idea is to upsell exclusivity to your most loyal shoppers.

Also read: Conversational Commerce: 21 Amazing Real-World Examples (eCommerce Brands)

25. Madewell shows ‘How to Style’

Madewell turns cross-sells into styling advice and shows shoppers how they can pair their purchase to create an impeccable look:

Some ideas from this eCommerce cross-sell example:

💡 Feature a shop the look at cross-sell below the product description – with an option to add all to a bundle.

💡 Show outfit sets by intent — “For brunch,” “For travel,” “For work,” “daily hydration,” “on the go hydration,” “refills.”

💡 Offer pre-set matching pair bundles for couples/fathers and sons/boss and colleagues (you get the drift here).

Also read: How to Cross-sell on Product Pages—Without Being Pushy (+ Examples)

26. By Heart lets shoppers subscribe to bundles

Most brands offer bundles as a one-time buy. By Heart, however, offers the option for shoppers to save with refills as a bundle:

Some ideas from this eCommerce cross-sell example:

💡 Send auto-upsells when one product in a past bundle gets repurchased (“want to rebuild your full set?”).

💡 Offer a “try 1-month bundle on subscription – cancel before xx/xx.”

27. Purple makes cross-sells a necessity 

Purple reframes cross-sells as a necessity. 

They show exactly what a shopper needs with their mattress, which makes the cross-sell feel more like a guide:

Some ideas from this eCommerce cross-sell example:

💡 Offer add-on services like installation.

💡 Reframe your add-on as insurance, not an accessory. show “Your mattress lasts 8 years — this cover doubles that” instead of “you may also like.”

💡 Instead of one-time warranties, offer rolling coverage with yearly refresh perks (“new protector every 12 months”).

Also read: Top 29 Cart Page Designs For 2025 (Examples)

28. Veloretti makes accessories part of the buying experience

Veloretti does away with scrolling on product pages and makes adding accessories a part of the buying process. 

Which essentially solves any form of friction, like: can I add a better grip to my cycle?

Some ideas to take away from this eCommerce cross-selling example:

💡 Suggest an add-on that solves the buyer’s hidden anxiety. after selecting glasses → “Add blue-light filter (90% of shoppers do).”

💡 Turn personalization into a paid flex. Anything that strokes identity (color, engraving, message).

💡 Show popular accessories by featuring microcopy on image thumbnails.

Also read: 35 Stunning Examples of Checkout Pages

29. Larq offers refills as cross-sells

Larq doesn't wait for shoppers to come back and look for refills; they make it part of the buying experience by offering refills on a subscription – a really brilliant cross-sell strategy:

Some ideas from this eCommerce cross-sell example:

💡 Suggest refills for other products in their ecosystem (“Your water bottle isn’t the only thing that needs a fresh start”).

💡 Sync refill schedules to one delivery date (“1 box, all refills” – this way, you can get larger orders).

Also read: Writing Replenishment Emails That Convert

30. Lacoste creates a holiday gift guide

While most brands create a separate holiday collection, Lacoste creates a gift guide pre-sell page where shoppers can explore across multiple categories (all of which are giftable) and filter down by use-case/budget:

Some ideas from this eCommerce cross-sell example:

💡 Schedule reminder emails for all purchasers who purchased during the Holiday season: “Last year you gifted X — here’s what you can send this year!”

💡 Upsell both gift cards and express shipping when the timeline’s tight (say someone ordering on Dec 23rd).

💡 Offer an option to add a product from their wishlist (or previously viewed products) “Add a gift for yourself too — no extra shipping needed” (throwing in an incentive helps with the cross-sell).

Also read:

i. Building A Kickass Pre-Sell Page: 11 Key Things To Remember

ii. How to Build High Converting eCommerce Sale Pages (+ Examples)

PEOPLE ALSO ASK

1. How to increase average order value using smart upselling and cross-selling strategies?

We’ve already seen some really great upselling and cross-selling examples. But how can they help improve AOV? Simple, combine upsells with cross-sells.

The goal is NOT to reduce:

- purchasing frequency

- LTV

Here’s how:

a) Offer smart discounts on the cart 

A smart discount on your cart page, such as Buy One, Get One Free (BOGO), can work wonders for your average order value. 

Note how Terra Origin repackages the BOGO offer as “Add 1 more item to the cart to get 1 free”:

‍

Tips to increase your average order value of the cart:

• Remember that your goal is to sell a better quantity at a price that’s above your AOV.
• That’s why you should employ a pricing strategy for better AOV and LTV (as well as stock clearance).
• Mark-up the price of a higher-priced/higher-margin/slow-selling product to its MSRP—this helps you accommodate a lower-priced product, and offer a BOGO with ease (which increases your AOV).
• Apply the principle of a volume discount to your BOGO (which means customers have to have spent a certain amount to qualify for the BOGO).

Convertcart Pro Tip 🚀

‍Use the Rule of 100 coined by Jonah Berger, a percentage discount for items priced below $100 works better, while a dollar-off discount works well for items priced above $100. This, combined with the slashed rate of $19.50 to $10, compels the users to buy.

b) Offer free perks

The idea here is to increase user stickiness. And when the service is worth writing home about, shoppers will naturally feel motivated to upgrade their order. 

Note how Myprotein offers an upgrade to a higher product size on its cart page, along with a free trial to an education program:

c) Offer an add-on service (that they actually need)

We’ve already mentioned how add-ons can actually help solve buyer objections.

But a service such as the Haul Away from Wayfair (which helps customers throw away their old mattresses) helps you in increasing your AOV, without making it feel like a cross-sell:

‍

Want to know more about why this works? 

We recommend reading: 11 Next-Level Reciprocity Marketing Examples (eCommerce) 

d) Upsell via SMS only to your most loyal shoppers

Because they’ll be the ones who’ll most likely interact with your upsell. 

Here’s a great example of how you can word your upsells in SMSs from BKR:

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Quick Tip: Also reach out to buyers who’ve recently purchased something from you. Cross-sell/upsell new launches that they would naturally dig. For example, if a customer purchased a planner from you last month, use consented channels to reach out to them—introduce your new range of weekly or monthly planners, or productivity kits.

2. How to calculate the average order value in eCommerce?

Average Order Value refers to the average revenue spent by a customer every time they buy from an online store. 

Use this formula to calculate AOV. 

AOV = Total Revenue/Total Orders * 100 

Let’s say your eCommerce store earned $30,000 in a month and the total orders received were 5000.

AOV = 30,000/5000*100 

AOV = $600 

Your AOV is $600

Wondering why AOV’s important in eCommerce? Average Order Value is a KPI that helps you understand customer behavior—which helps you determine how much your customers are spending on every order—which provides a strong reference for planning your pricing and digital marketing strategies. 

Also read: How To Get More Orders On Your eCommerce Store - 46 Proven Ideas

3. What's a good average order value by industry? 

While there is no one “good” average order value, the global average order value is $138. However, the definition of a good AOV changes by:

a) Industry-wise Product Pricing: Higher-priced products tend to have a higher AOV, while lower-priced ones have a lower AOV

b) Global Trends: Some industries will experience a surge in AOV during times of global events (such as wars or Olympic Games) and seasonality

c) Geography: Socio-geographical factors such as weather patterns, buying power, and the uncertainty index affect your AOV. For example, APAC (emerging markets comprising India, China, Japan, and others) are highly price-sensitive markets and have an erratic AOV

c) Device-used: A shocking number of eCommerce stores aren’t usable on mobile—start with mobile UX to increase average order on mobile

4. What is a good upsell percentage for AOV?

A ‘good’ upsell percentage is subjective to where you upsell. Generally, 16% of the eCommerce brands have 1-4% upsells on the cart page. On product pages, 15% of brands have 1-2% upsell rates and 5% have an upsell percentage of 3-4%. 

To calculate the Upsell conversion rate, use the following formula: 

Upsell Conversion Rate = No. of upsells/No. Of times offered * 100

5. Is the average order value inclusive of discounts?

Remember that it’s about your average order (not your customer). Thus, if your AOV comes down to $57, it will factor in the discount the customer is enjoying on every order.

Keep in mind that your AOV calculation should also factor in the price of gifts and loyalty points.

If you’re struggling with calculating the right amount of discount for your AOV, here are the steps:

• Set a target AOV (factor fixed costs, competitor pricing, margin, etc.).
• Calculate the current AOV (inclusive of discounts and gifts).
• Apply the formula “Target Discount=[ (Target AOV - Current AOV)/Target AOV] *100.”
• Add the ‘Target AOV’ + ‘Target Discount’ + ‘Shipping/Packaging Costs’ to create the “Threshold Price” (if you’ve already included shipping in step 1, don’t add it again).
• Run through all calculations with the mix effect in mind (to ensure you don’t affect your profitability).

6. What are some other ways to increase AOV?

1. Display and highlight a popular choice

2. Subtly recommend similar products

3. Personalize recommendations by behavior

4. Use a mini-cart page for upselling

5. Offer a smart discount on the cart page

6. Inform them they’ve qualified for upgrades

7. Show a discounted upsell after order completion on the thank-you page

8. Implement the ‘Decoy Pricing’ strategy

9. Nudge through push – live chat

10. Combine your upsell with cross-selling

11. Offer a side-by-side comparison of similar products

12. Help shoppers buy a shoppable look

13. Offer a minimum dollar threshold for free shipping

14. Help your customers “experience” products first

15. Include a powerful upsell with your welcome email

16. Upsell via SMS (with consent)

17. Perfect the above-the-fold on your homepage

18. Build better category pages

19. Perfect your navigation with upsells and cross-sells

20. Tier up the rewards (with flexible payment)

21. Include social proof within your recommendations

22. Offer smart bundles

23. Set up retargeting and remarketing ads to promote upsell offers

24. Segment your customers based on behavior for better personalization

25. Downselling - a small sale is still a sale

26. Increase value with co-creation

Also Read: How to Increase AOV on Shopify: 27 Upselling Ideas