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Post-purchase strategies by industry

Different product categories have different upsell dynamics. Use these playbooks as a starting point for your vertical, then A/B test to refine. For universal best practices that apply to all industries, see Post-Purchase Best Practices.
Want real-world examples from top brands? Download our Upsell Playbook for proven strategies and case studies you can apply to your store today.
The discount ranges listed below are starting points for testing, not guarantees. Your optimal discount depends on your margins, product pricing, and customer behavior. Always A/B test to find what works for your store.

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Fashion and apparel

Fashion stores convert best on complementary accessories. A customer who just bought a dress is far more likely to accept earrings, a clutch, or a scarf than another dress.
  • Upsell #1: Complementary accessory (jewelry, bags, scarves, belts, shoes)
  • Upsell #2 (accept path): A second complementary item from the same collection
  • Downsell (decline path): Lower-price accessory from the same collection
  • Discount range: 10-20% off
  • Funnel triggers: Use collection-based triggers so the upsell adapts to what the customer is buying
  • Thank You Page: “Complete the Look” product recommendations using automatic upsells
  • Testing priority: Single product vs. multi-product offers, AI vs. manual product selection
For fashion stores, avoid upselling the same item the customer just purchased. A diversified approach that shows complementary products increases resonance with buyers.

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Supplements and health

Supplements are ideal for quantity-based upsells because customers use them regularly and replenishment is expected.
  • Upsell #1: Same product at quantity 2 or 3, or a complementary supplement (for example, vitamin D with a multivitamin)
  • Upsell #2 (accept path): A related supplement that pairs with the first (for example, fish oil after accepting a multivitamin)
  • Downsell (decline path): Single unit of a related product at a smaller size or lower price point
  • Discount range: 15-30% off (higher discounts work well here because margins are typically strong)
  • Funnel triggers: Product-specific triggers for your top sellers
  • Testing priority: Default quantity 1 vs. 2, percentage vs. fixed dollar discount
  • Subscriptions: Supplements are one of the strongest use cases for subscription upsells. For example, a customer who makes a one-time purchase of a probiotic could be offered “Love your probiotics? Subscribe and save 20% with automatic monthly delivery.” You can offer “Subscription only,” or give the customer the choice between one-time and subscription with subscription preselected as the default. You can also use a replacement upsell to swap the one-time purchase for a subscription version of the same product after checkout. Note: replacement upsells are currently a beta feature. Contact support to enable this for your account. Place your subscription offer as Upsell #1 since Shopify only allows one subscription offer per funnel. See Subscriptions in Post-Purchase Offers for setup details.

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Food and beverage

Similar to supplements, food and beverage products lend themselves to quantity upsells and variety offers.
  • Upsell #1: Same product at a higher quantity, or a different flavor or variety
  • Upsell #2 (accept path): A complementary product (for example, a sauce after accepting pasta, a snack after accepting a beverage)
  • Downsell (decline path): Sampler or trial size of a related product
  • Discount range: 15-30% off
  • Funnel triggers: Product or collection-based
  • Testing priority: Same product replenishment vs. variety cross-sell
  • Subscriptions: Recurring food and beverage purchases are a natural fit for subscription upsells. For example, a customer who places a one-time order for a bag of coffee could be offered “Never run out: subscribe and save 15% with monthly delivery.” A customer who buys a variety pack of protein bars could see “Get a fresh box every 4 weeks.” Offer the choice between one-time and subscription with subscription preselected, or use a replacement upsell to swap the one-time purchase for a subscription version. Note: replacement upsells are currently a beta feature. Contact support to enable this for your account. Place your subscription offer as Upsell #1 in the funnel. See Subscriptions in Post-Purchase Offers for setup details.

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Beauty and skincare

Beauty customers respond well to routine-building upsells. Products that pair naturally with what they just bought tend to convert well.
  • Upsell #1: Next step in the skincare routine (for example, serum after moisturizer, SPF after cleanser)
  • Upsell #2 (accept path): Another routine step or a tool/applicator that goes with the products
  • Downsell (decline path): Travel size or sample of the original upsell product
  • Discount range: 10-20% off
  • Funnel triggers: Collection-based, or product-specific for hero SKUs
  • Thank You Page: “Build Your Routine” product recommendations using automatic upsells
  • Testing priority: AI recommendations vs. curated routine sets
  • Subscriptions: Skincare routines are naturally recurring, making beauty products a strong fit for subscription upsells. For example, a customer who makes a one-time purchase of a daily moisturizer could be offered “Subscribe for 15% off and get a fresh jar delivered every 60 days.” A customer who buys a retinol serum as a one-time order could see “Start your routine: subscribe and save on monthly refills.” Offer subscription as the default option or use a replacement upsell to swap the one-time purchase for a subscription. Note: replacement upsells are currently a beta feature. Contact support to enable this for your account. Place your subscription offer as Upsell #1 in the funnel. See Subscriptions in Post-Purchase Offers for setup details.

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Electronics and accessories

Electronics upsells work best with protective accessories and add-ons that enhance the primary purchase.
  • Upsell #1: Primary accessory (case, screen protector, charger)
  • Upsell #2 (accept path): Secondary accessory (cable, stand, cleaning kit)
  • Downsell (decline path): Lower-tier version of the primary accessory (for example, basic case instead of premium case)
  • Discount range: 5-15% off (customers expect smaller discounts on tech accessories)
  • Funnel triggers: Product-specific triggers matching accessories to each device
  • Testing priority: Accessory type (protection vs. enhancement), single vs. multi-product

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Home goods

Home goods customers often buy in projects or collections. They are furnishing a room, not buying a single item.
  • Upsell #1: Complementary item from the same collection or room category
  • Upsell #2 (accept path): Another piece from the same collection or a functional add-on
  • Downsell (decline path): Smaller accent piece (candle, throw pillow, organizer)
  • Discount range: 10-20% off
  • Funnel triggers: Collection-based triggers
  • Testing priority: Same-collection cross-sell vs. AI recommendations

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Car parts and automotive

Car parts customers are often completing a specific repair or upgrade project and are open to related components.
  • Upsell #1: Related part for the same repair (for example, brake pads with rotors, oil filter with oil)
  • Upsell #2 (accept path): Another related component for the same project (for example, brake fluid after accepting pads and rotors)
  • Downsell (decline path): Maintenance consumable (cleaning supplies, fluids, small hardware)
  • Discount range: 5-15% off
  • Funnel triggers: Product or collection-based, matching related parts to each primary product
  • Testing priority: Related repair part vs. maintenance consumable

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Don’t see your industry?

These playbooks cover the most common verticals, but the core principles apply to any product category:
  1. Lead with a complementary product that feels like a natural extension of what the customer bought
  2. Always configure a downsell on the decline path with a lower commitment offer
  3. Include Thank You Page upsells in every funnel so no order goes without an opportunity
  4. A/B test AI recommendations vs. manual product selection to see which performs better for your catalog
  5. Start with a discount and test to find the minimum level that maintains your conversion rate
For more detail on each of these principles, see Post-Purchase Best Practices.

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Need help?

If you have questions about building upsell funnels for your specific industry, chat with our support team using the live chat at the bottom right of the app.