As a business owner, you know how great your products are — you curated the collection, after all. But even your most researched customers won't share your product knowledge, especially when they're new to your database, which is exactly the gap an upsell flow is built to close.
That means a customer might buy quickly and still never realise how the rest of your range could serve them, or why another category is worth a look. The result is low average order values and quiet, missed growth. Your job is to teach and guide — and one of our favourite ways to do exactly that is an upsell flow.
01 — The BasicsWhat is an upsell flow?
An upsell flow is triggered a short time after a purchase to recommend complementary products based on what a customer just bought. The goal is to show you've noticed their purchase, understood the need behind it, and are ready to help further.
Bought a fridge
Organising tubs, cleaning supplies, an extended warranty — the add-ons that make the main purchase better.
Bought a shirt
Alteration services, a matching pair of pants, or accessories to complete the look.
These flows don't need a discount to work. But depending on the value of the first order, a small incentive — cashback or a percentage off — can be the nudge that lands the extra sale.
02 — Don't Confuse ThemUpsell vs cross-sell
They feel similar, but they're different flows and should stay separate.
Elevate this purchase
Encourages a higher-value product, complementary items, or upgrades tied to what they just bought. Sent close to the order, while it's fresh.
Open a new door
Warms customers to categories they hadn't considered. Comes later, once they've had time and experience with your brand.
Sent well, an upsell feels like service — not a sales pitch.
03 — The CraftWhat makes a strong upsell flow?
Because these land so close to a previous order, they need to be planned carefully and executed well. Four things matter most.
Relevant recommendations
Suggest products that genuinely complement the purchase. Anything off-target reads as a push to sell rather than real help.
Personalisation
Tailor copy, imagery and recommendations to the category they shopped, so each customer gets the message most relevant to them.
Timing
Upsells work best while the purchase is top of mind — but the sweet spot shifts. Apparel suits an immediate "complete the look." A bigger commitment like an appliance may land better in the days before shipment: "Before we send your order, why not add these?" A/B test to find your window.
Education
Tell customers why you're recommending more. A little context makes the email feel helpful and human, not transactional.
04 — Measure ItThe metrics that matter
Upsell flows deliver when they're watched closely. Once yours is live, look beyond revenue alone:
A/B testing different send times and strategies gives you the full picture — what's working, what to change, and how to keep amplifying sales over time.
Let's build an upsell flow that earns its place.
From strategy through to execution, our team can guide the whole process — so you're left with a high-performing flow that lifts your results.
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