13 Smart Cross-Sell & Up-Sell Tactics to Increase AOV

You step into your favorite coffee shop looking for a quick expresso but the barista smiles and says “We just got these caramel biscotti in—perfect with an espresso. Want to give it a try?” You hadn’t planned on it, but now that they mention it… why not?

That little nudge that the barista gave you was cross-selling in action -  offering a complementary product that makes the original purchase even better. And if the barista had suggested a larger size for just a little extra? That’s upselling. Simple, right? 

But here’s the thing—this isn’t just a clever café trick. 

Amazon generates 35% of its revenue through cross-sells and upsells. In addition, Forrester reports that product recommendations drive up to 30% of ecommerce revenue.

For online stores, increasing traffic is getting more expensive. The smartest brands don’t just chase new customers; they maximize the value of every transaction. That’s where strategic cross-sell and up-sell tactics come in—helping you increase your average order value (AOV) without raising your marketing budget.

The key? 

Timing, relevance, and making the customer feel like they’re getting something truly valuable. 

In this guide, we’ll explore 13 proven strategies that can increase your AOV, improve customer experience, and drive long-term growth. 

Let’s get started!

What Is Average Order Value (AOV) And How To Calculate It?

Let’s say that you sell sneakers through your Shopify store. One customer buys a pair of running shoes for $60, while another splurges on a premium limited-edition pair for $145. Now, imagine if you knew the average amount customers typically spend in your store. 

That’s exactly what Average Order Value (AOV) tells you—it’s the average amount of money each customer spends per order.

If your AOV is high, you’re making more money from each customer without needing to bring in additional traffic. On the other hand, if your AOV is low, you might be leaving money on the table.

So, how to calculate Average Order Value (AOV)?

The formula for calculating AOV is:

For example, if your store generated ₹5,00,000 in sales from 1,000 orders last month, your AOV would be:

This means that, on average, each customer spends ₹500 per order in your store.

Also read: How Ecommerce Businesses can reduce TCO. 

What Is The Meaning of Cross - Sell And Up - Sell?

Ever walked into a fast-food joint for a cheeseburger only to end up with fries, burger, coke, and maybe even a dessert? That’s what cross - selling is all about. And if the cashier convinced you to upgrade your regular burger to a double patty for just a little extra? That’s upselling. 

These two strategies are everywhere, from fast food counters to high-end retail stores, and they’re just as powerful in ecommerce. 

Let us elaborate.

Cross - selling

Cross-selling is the art of suggesting complementary products that improves the main purchase. The idea is to offer something that makes the original product more useful or enjoyable.

Example: You buy a smartphone online, and the store recommends a screen protector, phone case, and wireless earbuds at checkout.

In ecommerce, cross-selling helps customers discover products they might not have thought of but would genuinely benefit from. It’s a win-win—the customer gets more value, and the store increases its revenue.

Up - selling

Upselling is encouraging customers to go for a higher-end or upgraded version of what they were originally going to buy. It’s about showing them why spending a little more will give them better quality, more features, or a premium experience.

Example: You’re about to buy a basic laptop, but the website suggests a model with more storage and faster performance for just $100 more.

The key to successful upselling is making the customer see the added value—not just the added cost. If done right, customers feel like they made a better choice, rather than being pushed into spending more.

Both strategies tap into natural buying behavior. Customers appreciate relevant suggestions, especially when they improve their experience with the main product.

Now that we have discussed everything related to Average Order Value (AOV), Cross-sell and Up-sell, let’s talk about the smart strategies that you can use to increase AOV.

13 Practical Cross-Sell & Up-Sell Strategies To Increase Average Order Value (AOV)

Let us talk about 13 key strategies that you can use to increase your Average Order Value (AOV) - all without making shoppers feel pressured. 

#1 Personalized Product Recommendations (Amazon’s Secret Weapon)

The same product recommendations won’t work for every customer and Amazon understood this a long time back. 

Amazon generates about 30% of its revenue through AI-driven recommendations by analyzing customer behavior and purchase history.

How to apply:

• Use data-driven product recommendations on product pages, in the cart, and via email.
• Implement “Frequently Bought Together” and “Customers Also Bought” sections.
• Use Shopify apps like ReConvert or LimeSpot to automate personalized upsells.

Also read: The impact of Trump’s economic plans on Ecommerce. 

#2 Tiered Pricing: The Good, Better, Best Model

Many customers don’t mind spending more - as long as they are getting good value out of their investments. If we talk about a real - life example, you can say that brands like Apple and Tesla use tiered pricing to subtly push customers toward premium products.

How to apply:

• Offer three versions of a product: basic, standard, and premium.
• Highlight the best value option to make it the most appealing.
• Put emphasis on key benefits of higher-priced versions (e.g., “Most Popular” or “Best Value” labels).

#3 Time-Limited Bundle Deals

When you create a sense of urgency, people tend to act fast thus making quicker purchase decisions. For instance, brands like McDonald’s and Sephora use limited-time bundles to increase purchase value.

How to apply:

• Create exclusive “Today Only” bundles with a small discount.
• Offer flash sales on bundled products to increase urgency.
• Use countdown timers to push conversions.

Example: “Buy a gaming laptop today and get a free mechanical keyboard (Offer ends at midnight)!”

#4 Post-Purchase One-Click Upsells

Most Shopify merchants stop selling to their customers at a very early stage. You know the best time to upsell is after a customer has bought from your store. 

How to apply:

• Use post-purchase upsell apps like Zipify OneClickUpsell or CartHook on Shopify.
• Offer a one-time discount on complementary products immediately after checkout.
• Keep it frictionless—customers should be able to add items with one click.

Example: Bought a drone? Offer an extended battery pack at 20% off—only for the next 5 minutes!

#5 Subscription Upsells (The Netflix Model)

The subscription economy is booming, with U.S. consumers spending an average of $273 per month on subscriptions. Brands like Dollar Shave Club and Peloton capitalize on this by offering subscription-based upsells.

How to apply:

• Offer product refills or exclusive member discounts for subscribing.
• Use a “Subscribe & Save” option for essential products.
• Provide free trials or exclusive perks to encourage sign-ups.

Example: “Get a fresh supply of protein powder every month and save 15% on each order.”

Also read: Ecommerce vs Digital commerce: What’s the future.

#6 Premium Shipping Upsells

In a market where 80% of shoppers expect free shipping, brands like Amazon Prime have proven that people will pay for convenience.

How to apply:

• Offer free shipping on orders above a certain threshold to encourage higher spend.
• Provide express delivery upsells for urgent orders.
• Create a VIP shipping program for loyal customers.

Example: “Spend $75 and get free 2-day shipping!”

#7 Smart Checkout Upsells (The Apple Store Effect)

Apple’s in-store strategy includes last-minute accessory suggestions at checkout. You can apply this to eCommerce by adding smart checkout upsells.

How to apply:

• Offer impulse buys like gift wrapping, extended warranties, or small add-ons.
• Use “You Might Also Like” sections in the checkout process.
• Keep it non-intrusive—don’t force customers to leave the checkout page.

Example: “Upgrade your order with a premium leather case for just $19.99.”

#8 The “Just a Little More” Free Gift Upsell

Giving your customers a reason to spend just a little more works wonders. Victoria’s Secret and Bath & Body Works use this by offering free gifts at a specific spending threshold.

How to apply:

• Offer a freebie when customers spend slightly more.
• Highlight the free gift at checkout to encourage upsells.
• Make the offer feel exclusive and limited.

Example: “Spend $100 and get a free luxury candle (Only 12 left!)”

#9 Social Proof-Based Upsells

People trust what others are buying. Amazon, Best Buy, and Nordstrom use social proof-driven upselling to increase confidence and conversions.

How to apply:

• Highlight best-selling or highly reviewed products in upsell offers.
• Use pop-ups showing “5 people bought this in the last hour!”
• Showcase influencer or customer testimonials on upsell pages.

Example: “Our best-selling noise-canceling headphones—over 1,500 five-star reviews!”

#10 Gamified Loyalty Upsells (Starbucks’ Playbook)

Starbucks’ Rewards Program drives repeat purchases by making spending feel like a game. Gamified upsells make customers want to buy more.

How to apply:

• Offer extra loyalty points for upgrading orders.
• Use progress bars to show how close they are to earning a reward.
• Create limited-time point multipliers to encourage higher spending.

Example: “Earn 2X points when you add an accessory to your order today!”

#11 BOGO Offers That Drive Bulk Purchases

Buy-One-Get-One (BOGO) deals create perceived value, making customers spend more without hesitation.

How to apply:

• Offer “Buy 2, Get 1 Free” deals to increase order size.
• Use “Mix & Match” promotions on complementary items.
• Bundle slow-moving products with best-sellers to increase AOV.

Example: “Buy 2 skincare products, get a third one free!”

#12 Live Chat Sales Assistance for Upsells

Luxury brands like Louis Vuitton and Rolex use live chat agents to upsell premium products. Adding live chat can boost conversions by 10-15%.

How to apply:

• Use AI chatbots to suggest upsell and cross-sell options in real time.
• Train support agents to recommend better alternatives based on customer needs.
• Offer exclusive discounts via live chat for personalized upsells.

Also read: Chatbot vs Conversational AI: Which delivers better CX.

#13 Post-Purchase Follow-Up Upsells

Don’t stop selling after checkout. Follow-up emails convert like crazy—especially for repeat purchases and product upgrades.

How to apply:

• Send a personalized follow-up email suggesting complementary items.
• Offer a limited-time discount on a future order.
• Use email automation tools like Klaviyo or Omnisend to make it easy.

To Wrap Up

Cross-selling and upselling aren’t just sales tactics—they’re smart ways to enhance customer experience while increasing your store’s revenue. When done right, these strategies help shoppers discover products they genuinely need, making their purchase more valuable.

Frequently Asked Questions

How do I cross-sell without annoying my customers?”
The key is subtlety and personalization. Avoid aggressive pop-ups or overwhelming recommendations. Instead, integrate suggestions smoothly into the shopping journey, such as in-product pages, smart AI-driven recommendations, or an aesthetically designed ‘You May Also Like’ section. Offering value, such as bundles or complementary items, makes the suggestion feel helpful rather than intrusive.

“Can I use cross-selling and upselling for digital products or services?”
Absolutely! If you sell digital products, you can cross-sell related e-books, courses, or premium content. For services, upsell additional features, extended warranties, or one-on-one consultations. The principle remains the same—offer something that enhances the original purchase and provides extra value.

“Is there a way to measure whether my cross-selling strategy is actually working?”
Yes! Track metrics like Average Order Value (AOV), conversion rate of recommended products, and customer retention. Shopify’s analytics and heatmaps can help you see where customers engage with recommendations. A/B testing different offers, placements, and messaging can also reveal what works best for your audience.

Author

CrawlApps

At CrawlApps, we don’t just build Shopify stores—we create experiences that sell. We’re a bunch of problem-solvers who love turning ideas into stores that actually converts. Whether it’s fixing what’s broken or building something from scratch, we make sure every detail works in your favor. No fluff, no jargon—just real solutions that help your business grow. If you’re serious about Shopify, you’ll feel right at home with us.