Upsells and cross-sells that increase AOV by 20 to 35% without killing conversion

Matheus Figueiredo · 2026-10-07

Pre-purchase vs. post-purchase

The upsell and cross-sell strategy can be applied both before and after the purchase. Before the purchase, focus on showing complementary products or upgrades during checkout. Example: when someone adds a phone to their cart, suggest a premium pair of headphones. This can increase AOV by 20%. After the purchase, offer products that complement the purchase, like cases or insurance. This can generate significant additional revenue and increase customer satisfaction.

2+1 bundle vs. tiered discount

Offering bundles, like “buy 2, get 1,” is an effective way to increase AOV. This format not only encourages customers to buy more units, but also creates a perception of value. On the other hand, a tiered discount, where the discount increases as more products are added to the cart, can be more appealing to consumers who prefer to save money. Test both strategies and analyze which one delivers better results, but either can increase AOV by an average of 25% to 35%.

Complementary product

Identify products that complement your main offer. For example, if you sell fitness equipment, consider offering athletic apparel, water bottles, or accessories. Use FreeSpy to explore competitor ads and see which products are being bundled. This can help you create offers that truly add value for the customer, increasing AOV and conversion rate.

Limit offers per funnel

Avoid overwhelming customers with too many offers. The recommendation is to limit it to 2 to 3 upsells or cross-sells per funnel stage. If the customer is at checkout, one upsell suggestion is enough. If they’ve already completed their purchase, a cross-sell offer on a thank-you page can be effective. Too many options can lead to indecision and even cart abandonment, negatively impacting conversion.

Measure aov by source

It’s essential to understand where your revenue is coming from. Break out AOV by traffic source (Google, Facebook, TikTok). This will help you identify which channels are driving more sales and which ones need adjustments. For example, if Facebook traffic has an AOV 15% higher than Google, it could be an opportunity to invest more in that channel. Use Shopify analytics and tracking tools to get accurate data.

What’s the biggest AOV increase you’ve achieved using upsells and cross-sells? Share the numbers!