Every Shopify merchant faces the same question: Should you show an upsell before checkout or after the purchase is complete?
The timing of your offer can influence both average order value (AOV) and the overall buying experience. While pre-purchase upsells maximize visibility, post-purchase upsells let you increase revenue without putting the original sale at risk. Knowing when to use each is what separates a good upsell strategy from a great one.
In this guide, you’ll learn how pre-purchase and post-purchase upsells strategy works, see a side-by-side comparison, review when each performs best, and get a practical decision framework.
| Key takeaways – Pre-purchase upsells offer broader visibility, but too many offers can distract shoppers before they complete checkout. – Post-purchase offers appear after the original order is confirmed, removing the direct risk of interrupting the initial sale. – Dedicated post-purchase offers and Thank You page recommendations are different placements and may use different transaction flows. – Small, obvious add-ons often fit naturally before checkout, while accessories, refills, and future-purchase recommendations tend to work better after checkout. – Many stores use both approaches, but each should be tested based on its acceptance rate, incremental revenue, and impact on the overall customer experience. |
What is a pre-purchase upsell?
A pre-purchase upsell is an offer presented before a customer completes payment. It can appear on the product page, in a cart drawer, on the cart page, or during checkout.
Common formats include:
- Product bundles
- Product upgrades
- Complementary accessories
- Gift wrapping
- Shipping protection
- Subscription upgrades
The goal is to increase order value without creating unnecessary friction before payment.
Pre-purchase offers provide broader visibility because shoppers can see them before completing their order. However, an irrelevant or distracting offer can introduce another decision at a sensitive point in the buying journey.
| Note: Checkout app extensions placed on Shopify’s information, shipping, and payment steps generally require Shopify Plus. Product-page and cart placements are separate from that restriction. |
What is a post-purchase upsell?
A post-purchase upsell is an additional offer shown on the Shopify thank you page after the customer completes their purchase.
Because the original order has already been placed, the offer does not interrupt checkout. Merchants can use this page to recommend relevant accessories, refills, bundles, complementary products, or incentives for a future purchase.
Post-purchase offers can also be personalized based on what the customer purchased. For example, someone who buys a skincare product could be shown a matching moisturizer or refill on the thank you page.
The trade-off is lower reach. Unlike pre-purchase offers, post-purchase upsells are shown only to customers who successfully complete checkout.
Thankify helps Shopify merchants add tailored product recommendations, surveys, social links, videos, images, and branded content to the thank you page.
Pre-purchase vs. post-purchase upsells: what’s the difference?
Although both strategies aim to increase average order value (AOV), they influence customers at very different stages of the buying journey. Understanding these differences helps you choose the right approach based on your products, conversion goals, and customer behavior.
| Dimension | Pre-purchase upsell | Post-purchase upsell |
| Timing | Shown before the customer completes the purchase | Shown after the customer completes the purchase |
| Placement | Product page, cart drawer, cart page, or eligible checkout steps | Shopify Thank You page |
| Visibility and reach | Seen by shoppers who reach the selected placement, including some who may not complete checkout | Seen only by customers who complete checkout |
| Risk to the original sale | May add another decision before the purchase is completed | Does not interrupt the original checkout because the order has already been placed |
| Customer mindset | Still evaluating and completing the initial purchase | Has completed the initial purchase |
| Transaction structure | Updates the current cart before the order is submitted | Promotes an additional or future purchase after the original order is complete |
| Best product fit | Low-cost, relevant add-ons, upgrades, gift wrapping, shipping protection, or quantity offers | Accessories, refills, bundles, complementary products, and future-purchase incentives |
| Technical requirements | Depends on the placement, theme, Shopify plan, and app | Requires a compatible Thank You page customization app |
| Primary metrics | Add-on rate, average order value, checkout conversion, and cart abandonment | Offer engagement, additional revenue, repeat purchases, and revenue per customer |
| Fulfillment | Additional products are normally included in the original order | A resulting purchase may be handled separately, depending on the offer and setup |
| Setup considerations | Offers must remain relevant and avoid distracting the customer | Recommendations should add value without making the confirmation page overly promotional |
Rather than one strategy replacing the other, each serves a different purpose within the buying journey. Understanding these differences makes it easier to apply them effectively.
Pre-purchase vs. post-purchase upsells: where should your store start?
The right starting point depends on your products, checkout performance, and the type of offer you want to test.
→ You’re launching a new store or testing upsells for the first time: Start with post-purchase upsells if your priority is learning what customers respond to without changing the checkout experience. Once you identify winning offers, consider introducing selected pre-purchase recommendations.
→ You sell high-ticket or considered purchases: If your checkout conversion rate is already healthy, test light pre-purchase upgrades that genuinely help the customer, such as premium bundles or protection plans. If conversion is inconsistent, begin with post-purchase offers to avoid introducing additional friction while you validate demand.
→ You sell products with obvious, low-cost add-ons (such as batteries, socks, gift wrapping, or matching accessories): Pre-purchase upsells are often a good fit because customers naturally expect to complete their purchase with these items. Keep the offer simple and directly relevant to what’s already in the cart.
→ Your store has strong conversion data and a stable checkout: Rather than choosing one strategy, layer both thoughtfully. Use pre-purchase upsells for small, logical additions before checkout, and reserve post-purchase offers for complementary products, subscriptions, or warranties that extend the customer’s order after payment.
→ Your checkout conversion rate is low or cart abandonment is high: Avoid adding more pre-purchase offers until you understand the cause. Improve the checkout experience first, then test post-purchase upsells to increase order value without introducing another variable into the conversion funnel.
Do you need to choose only one?
You do not necessarily have to choose only one.
Pre-purchase offers can help customers complete or improve the purchase they are already making. Post-purchase offers on the Thank You page can introduce accessories, refills, related products, or an incentive for a future order.
Start with one offer at one stage. Once you understand how customers respond, test another placement rather than adding several offers at the same time.
Used carefully, the two strategies can support different stages of the customer journey without overwhelming the customer.
| Merchant’s tip: Match the offer timing to its purpose. Products that help customers complete the current purchase may fit naturally before checkout. Accessories, refills, or future-purchase incentives may fit better on the thank you page after the order is complete. |
How to build an upsell strategy that works
Effective upsell strategies match the offer to the customer’s intent. When you understand what the shopper is trying to buy, you can present a relevant offer at the right moment without making the buying process feel unnecessarily complicated.
1. Pre-purchase upsell strategy (before checkout)
The goal of pre-purchase upsells is to raise cart value while keeping the customer moving smoothly toward checkout. These offers work best when they feel like a natural part of the buying decision rather than a separate sales pitch.
Frequently bought together
Display a small group of complementary products on the product page. For example, a customer buying a laptop might also need a sleeve, mouse, or adapter. Keep the recommendations closely related to the product being viewed.
Cart-level upgrades
Use a slide-out cart or cart drawer to recommend one or two complementary products before checkout, such as matching accessories, replacement parts, gift wrapping, or an upgraded product variant.
Subscription models
For consumable or replenishable products, place a “Subscribe & Save” option near the Add to Cart button. Clearly explain the recurring price, delivery frequency, savings, and cancellation terms so customers can confidently choose between a one-time purchase and a subscription.
Keep every pre-purchase offer closely related to the main product, easy to add, and priced low enough to avoid unnecessary hesitation.
2. Post-purchase upsell strategy (after checkout)
Once the customer has completed checkout, the Shopify thank you page provides another opportunity to recommend relevant products and continue the customer relationship without interrupting the original purchase.
Relevant product recommendations
Recommend products based on what the customer has already purchased. For example, show accessories for durable products, refills for consumable products, or care products that support the original purchase.
Bundles and related products
Present a relevant bundle or complementary product that adds value to the original purchase. Keep the recommendation simple and closely connected to what the customer bought.
Future-purchase incentives
Encourage another purchase with a discount code, loyalty reward, gift card, or limited-time offer that customers can use on a future order.
Lower-priced alternatives
When appropriate, offer a smaller or lower-priced alternative to a larger recommendation. Avoid displaying too many consecutive offers or making the thank you page feel overly promotional.
Post-purchase engagement
The thank you page can also include surveys, social links, product instructions, videos, brand content, and customer-support information.
Thankify allows Shopify merchants to add these elements through a customizable thank you page builder.
Final take
Pre-purchase and post-purchase upsells solve different problems, so neither approach is universally better.
Pre-purchase offers provide broader visibility and can increase cart value, but they must be used carefully to avoid distracting customers before checkout .
Post-purchase offers appear on the Shopify thank you page after the original purchase is complete. They reach fewer customers, but they let merchants recommend relevant products and continue the relationship without interrupting the initial checkout.
Start with one relevant offer, measure how customers respond, and expand your strategy based on your store’s data.
Use Thankify app to add custom selected product recommendations, surveys, social links, videos, images, and branded content to your Shopify Thank You page.
