Upselling vs. Cross-Selling: Which Strategy Boosts Your AOV Faster?

A shopper lands on your e-commerce store, selects a product, and heads to checkout. But instead of completing a single purchase, they leave with a more expensive version or complementary add-ons. 

What changed? The strategic use of upselling and cross-selling—two techniques that can significantly boost your Average Order Value (AOV).

Both methods encourage customers to spend more, yet they operate differently. Upselling persuades buyers to upgrade to a higher-priced item, while cross-selling introduces relevant add-ons. Knowing when and how to apply these tactics can make a dramatic impact on your store’s revenue.

What Is Upselling and How Does It Increase AOV?

Upselling encourages customers to purchase a superior or more expensive version of a product they’re already considering. Rather than adding new items, it enhances their original choice.

Upsell Opportunities in E-Commerce

Strategically placed upsells can improve customer experience while driving revenue. Some effective moments to introduce an upsell include:

• Product Pages: Highlight upgraded versions with better features.
• Checkout Process: Offer a premium version before finalizing the purchase.
• Post-Purchase Emails: Follow up with exclusive upgrade deals.

Example of Upselling

• A customer selects a basic smartphone, and the store suggests upgrading to a Pro model with better battery life and camera.
• An airline prompts a traveler booking an economy ticket to upgrade to business class for added comfort.

Implementing conversion rate optimization strategies can fine-tune these upselling placements to maximize effectiveness without disrupting the shopping experience (learn more about conversion rate optimization).

What Is Cross-Selling and How Can It Drive More Sales?

Cross-selling suggests additional products that complement the customer’s primary purchase. Unlike upselling, it introduces new items rather than a better version of the same product.

Cross-Selling Opportunities for Online Stores

Well-timed cross-selling suggestions can enhance a shopping experience and increase order value. Key placements include:

• Product Pages: “Frequently bought together” recommendations.
• Cart and Checkout Pages: Last-minute add-ons before payment.
• Post-Purchase Emails: Personalized follow-ups with related products.

Example of Cross-Selling

• A customer buying a laptop is encouraged to add a mouse and keyboard.
• A fashion retailer suggests a matching belt when someone purchases a suit.

Cross-Sell vs. Upsell: What’s the Key Difference?

Both techniques aim to maximize revenue, but they serve different psychological triggers.

Feature	Upselling	Cross-Selling
Goal	Encourage a higher-priced purchase	Add complementary products
Example	Suggesting an upgraded laptop model	Recommending a laptop bag and accessories
Psychological Trigger	Value perception and premium experience	Convenience and bundle savings
Best for	High-ticket items with premium tiers	Lower-cost, complementary products

🔹 Want a more sustainable approach to increasing AOV? An iterative CRO strategy ensures long-term results by continually optimizing upselling and cross-selling tactics. Here’s why it works.

Which One Increases AOV Faster?

The answer depends on how quickly you need to increase revenue per order and the types of products you sell.

Factor	Upselling	Cross-Selling
Speed of AOV Growth	Faster, due to high-value upgrades	Slower but steady with multiple add-ons
Order Size Impact	Increases single-product price	Increases number of products per order
Customer Psychology	Enhances purchase decision	Encourages additional purchases
Best for	High-ticket items, subscriptions	Everyday items, bundles, accessories

🚀 For faster AOV growth: Focus on upselling premium versions.
📦 For steady revenue increase: Use cross-selling to maximize order size.
💡 Best strategy? Combine both. For example, upsell first, then offer cross-sell recommendations at checkout.

Cross-Selling Strategies That Convert More Customers

Successful brands use data-driven strategies to cross-sell without overwhelming customers.

Best-Performing Cross-Selling Techniques

1. Bundling Complementary Products

Amazon’s “Frequently Bought Together” boosts sales by suggesting high-relevance items. If a customer adds a laptop to their cart, Amazon suggests a mouse, laptop bag, and external hard drive—items that naturally complement the main purchase. 

📌 Best Practices:

• Offer a slight discount for bundle purchases to increase the perceived value.
• Ensure the bundled products genuinely enhance the customer’s primary purchase.
• Display bundles on product pages, checkout pages, and email promotions for maximum visibility.

2. Post-Purchase Email Cross-Selling

Sending follow-ups featuring related products increases customer lifetime value (LTV).

A customer who buys a camera receives a follow-up email a few days later suggesting memory cards, tripods, and lens cleaning kits. Since the customer is already invested in their purchase, they’re more likely to consider these helpful add-ons.

📌 Best Practices:

• Use customer purchase history to tailor recommendations.
• Offer exclusive discounts on suggested products to create urgency.
• Time the emails strategically—send the first cross-sell email within a few days of purchase and follow up after a set period if no action is taken.

3. Checkout Add-Ons

The checkout page is one of the best places to cross-sell, as customers are already committed to making a purchase. A well-placed add-on suggestion can drive impulse buys while increasing AOV.

📌 Best Practices:

• Offer limited-time add-ons with messaging like “Add this to your order now and save 10%” to create urgency.
• Use AI-driven recommendations to ensure relevance.
• Highlight items that are low-cost and high-convenience, making them easy for customers to justify.

Upsell Opportunities: How to Sell More Without Pushing Customers Away

Customers won’t respond to an upsell that feels pushy. The key is making the offer feel like an added value rather than an aggressive sales tactic.

How to Implement Effective Upselling

1. Show Clear Benefits

A successful upsell isn’t just about price—it’s about value. Customers are more likely to opt for a premium version when they understand how it enhances their experience.

📌 Best Practices:

• Use side-by-side comparisons to showcase benefits.
• Reinforce the idea that the premium option saves time, improves convenience, or enhances performance.
• Include social proof (e.g., “Most customers choose this model for its superior sound quality!”).

2. Use Tiered Pricing Displays

Psychology plays a big role in upselling. When customers see multiple price options, they tend to choose the middle or higher-tier option because it feels like a better deal.

📌 Best Practices:

• Use a three-tier pricing structure to encourage customers to opt for the middle-tier or premium plan.
• Highlight the best value option to guide their decision.
• Frame the price difference as a small increase for a big benefit (e.g., “For just $10 more, get double the storage!”).

3. Leverage Urgency and Exclusivity

Limited-time offers and exclusive deals create a fear of missing out (FOMO), pushing customers to upgrade now rather than later.

📌 Best Practices:

• Use limited-time discounts (e.g., “Upgrade now and save 20%—offer expires in 24 hours!”).
• Offer VIP or exclusive perks for premium upgrades (e.g., “Unlock priority customer support with our Gold plan”).
• Create a sense of scarcity (e.g., “Only 2 left in stock at this price!”).

Examples of Upselling That Work in E-Commerce

• Subscription Upgrades: Spotify nudges free users toward Premium plans for an ad-free experience.
• Extended Warranties: Electronics stores offer protection plans at checkout.

🔹 Want to improve customer retention while increasing AOV? Personalized upselling and cross-selling offers can boost repeat purchases (here’s how).

Cross-Selling & Upselling Examples from Leading E-Commerce Brands

Cross-Selling Examples

McDonald’s: “Would you like fries with that?” increases order size effortlessly.
Sephora: “Complete the Look” bundles enhance beauty product purchases.

Upselling Examples

Apple: “Upgrade to Pro” messaging emphasizes premium features.
SaaS Companies: Higher-tier pricing plans offer additional functionality.

Start Boosting Your AOV Today

Maximizing AOV requires a strategic blend of cross-selling and upselling. By seamlessly integrating these techniques into your e-commerce store, you can drive higher conversions while enhancing the customer experience.

Now that you understand cross-selling vs. upselling, it’s time to optimize your store and boost your AOV!