Choosing the Perfect Placement for Your Upsell Offer

The secret to maximizing Average Order Value (AOV) isn't just about what you sell…it's about when you sell it.

Every stage of the buyer journey represents a unique opportunity to boost your store’s revenue. But placing the wrong offer at the wrong time can annoy your customer and hurt your conversion rate.

To get the most out of every sale, you need to match your offer to the consumer’s mindset. We’ll guide you through the four highest-converting upsell placements and the strategy that makes them work.

Cart Drawer Upselling

This is the first strike. The upsell offer targets the customer when they are still browsing and haven't hit the checkout button yet.

This upsell converts because the customer is focused on the main item, but is often willing to add a small, necessary item that saves them a second search later. They haven't seen the final total yet.

It’s best used for accessories, low-cost essentials, and products that immediately enhance the main purchase. For example, upselling batteries, a cleaning kit, a protective case, or an extended warranty.

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Product relevance for offers in the cart drawer sits at about 50%, as the offer is seen not as a distraction, but as a valued, intelligent recommendation – ensuring the customer leaves with everything they need in one efficient order.

Price relevance is about 30%, because the customer is actively maximizing the utility of their order (ex. hitting a free shipping threshold). Keep this in mind to ensure your upsells are priced just right to serve as the final, rational justification needed to complete a larger, more satisfying transaction.

In-Checkout Upsells

This upsell placement is a powerful opportunity that occurs after the customer has entered their payment information, but before they click the final "Complete Order" button (available to Shopify Plus merchants only).

Upsell offers in the checkout convert because the customer has already mentally committed to the purchase and their payment details are secured. This is the highest-converting spot because they only need one final click to add the product without leaving the checkout page or re-entering data.

These offers are best used for impulse add ons, insurance, or high-margin items. Think of small, inexpensive accessories, gift-wrapping, expedited shipping, or a short-term trial.

For example, offer a complementary, high-margin product, like a specialized cleaning cloth or small accessory, for 10% off the usual price.

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Product Relevance for in-checkout offers is 25%, because the offer must be seen as essential to completing the transaction (like adding protection or expedited shipping), rather than just another product. This ensures the offer avoids cognitive overload and focuses solely on reinforcing a successful order.

Price Relevance is very low, around 5%, as the customer is at the highest point of commitment. This ensures the offer doesn't disrupt the final transaction total, preserving friction-free completion. The offer is strategically perceived as a necessary, low-cost "last-second add on" that avoids any friction related to value comparison.

The Post-Purchase Upsell

This placement appears immediately after the customer completes payment but before they see the final confirmation page. This is the highest-converting location for upsells that maximize AOV.

Post-purchase upselling converts well because the customer has already committed their payment information. They accept the offer with a single click, and it’s added to the existing order without re-entering any payment details. Saving both you and the customer from additional shipping costs on a new order.

These types of offers are best used for high-margin impulse items, gift-wrapping, or subscription upsells.

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Product Relevance for post-purchase upsell offers is 10%. The customer is solely focused on their completed order. However, take this as a positive, as it means the offer doesn't need to be a calculated necessity; it only needs to be a plausible impulse add (like a sample or novelty item). This low barrier allows merchants to successfully promote a wider variety of high-margin products.

Price Relevance is also 10%, as the customer's payment details are already secured. This confirms that a deep discount is unnecessary. The conversion is driven by zero friction (the ability to add the item with one click) making the offer a perfect, low-cost impulse treat that adds immediate revenue without sacrificing margin.

Post-Purchase Upsell Emails

This upsell placement focuses on increasing the customer's lifetime value (LTV) and reducing churn by engaging them outside the moment of purchase.

Why do these upsell offers convert? Because the offer is sent when the customer has experienced the product's value, making them receptive to investing in accessories or repeat delivery.

Post-purchase email upsells are best used for accessories that are consumed later, and retention offers. For example, if the customer just purchased a coffee subscription, offer coffee filters as an add on.

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Product Relevance for email upsells is very high at 75%, that’s due to the conversion being entirely dependent on contextual timing and the customer's positive experience with the initial product. This confirms that your emails are not seen as spam, but as highly valued, personalized advice that guides the customer to the next logical purchase, securing their long-term loyalty.

Price Relevance is 50%, as the customer must overcome the friction of a new transaction (stopping what they're doing and re-entering payment information). A solid discount is a strategic investment that provides the necessary incentive to drive the click, successfully converting a satisfied buyer into predictable, recurring revenue.

Ready to Pick Your Place?

Success in upselling is about choosing the right strategy for your product. Start small, test one placement at a time, and watch your Average Order Value climb.