What is an upsell? Definition, examples and upsell vs cross-sell
An upsell is an offer that invites a shopper to choose a higher-value version of the product they are already considering, such as a larger size, a higher storage tier, a premium material or a longer subscription. The shopper still buys one thing; it is simply a better, more expensive version of it.
Upsell vs cross-sell
The two are often confused. An upsell replaces the item with a pricier alternative (the 1 TB laptop instead of the 512 GB one). A cross-sell adds a different, complementary item (a laptop sleeve). Both aim to raise average order value, but they suit different moments: upsells work best while the shopper is still comparing options on the product page, cross-sells once the main choice is made.
How to estimate the effect
In words: the extra revenue from an upsell equals the number of orders that see the offer, times the share that accept it, times the price difference between the upgraded and the original item. The margin effect uses the difference in gross profit instead of price.
Worked example (hypothetical numbers): a store shows a $20 premium version on 1,000 orders of a $60 product, and 10% of shoppers accept. That is 100 upgrades × $20 = $2,000 of extra revenue. If the original product averaged exactly $60 per order, average order value for those orders rises from $60 to $62.
Why it matters for an online store
- Higher order value without new traffic. Each accepted upgrade grows revenue from visitors you already paid to acquire, which also supports customer lifetime value.
- Better fit for the customer. A good upsell answers a real need, for example suggesting the bigger pack to a shopper buying for a family.
Common mistakes
- Interrupting checkout. Baymard Institute's 2026 checkout guide advises removing mid-flow cross-sells and similar interruptions that break the shopper's momentum. Put upgrade options on the product page or in the cart instead.
- Pre-ticked add-ons. In the EU, Article 22 of the Consumer Rights Directive (2011/83/EU) requires the trader to get the consumer's express consent to any extra payment. If consent was inferred from default options the consumer had to reject, the consumer is entitled to a refund of that payment.
- Too big a jump. An upgrade that costs far more than the original feels like a different purchase, not an improvement.
- Hiding the difference. Show side by side what the extra money buys.
CIQRA stores can set up buy X get Y offers, tiered and bundle pricing, gifts with purchase and countdown offers without writing code.