Pre-purchase vs. post-purchase Upsell Difference

pre vs post purchase upsell

We can easily realize the power of upselling in boosting revenues and profits. We can apply upselling strategies to both post-purchase and pre-purchase customers to boost sales in all customer groups. However, is there any difference between the two of them? Do we need to differentiate it and make the most suitable approaches to take advantage of upselling for each type of customer? Our article will point out the key divergence between them. This will help you decide the effective ways to run upselling strategies for both post-purchase and pre-purchase.

Can You Differentiate Pre-purchase vs. post-purchase Upsell?

What is Post-purchase Upsell

Post-purchase upsell strategies, known as thank you page upsell, are run after the customer’s place and complete their orders. Approaches to upsell at this stage happen at the checkout step, which is not usually the case. Upsell at the checkout steps includes product recommendation via email confirmation, shipping confirmation and so on. The key point here is to suggest related products which can enhance users’ experience.

Post-purchase upsell can be accurate and effective because the stores already have customers’ data. These include information, background, and portfolio to suggest well-matched items. However, a common disadvantage of post-purchase upsell is sale easiness. This makes customers dissatisfied and increases the demand for refunds and charge-backs

What is pre-purchase Upsell

While post-purchase targets customers who placed orders, pre-purchase upsell focuses on the customers who have not finished their orders. Those approaches take place on the product and cart page via banners, pop-ups and notifications. The key elements to a successful upsell strategy are to deliver relevant, clear and transparent messages to improve product page conversion rate and impress customers in the very first time visiting your stores. The arrangement of product categories also plays an important role in pre-purchase upsell strategies. Also, the complementary products should go together and call-to-action design should be enhanced.

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Differences In Approaches

Post-purchase Upsell Approaches

The pop-up for post-purchase upsell usually appears on the checkout and order confirmation page. Post-purchase upselling required a more complicated procedure including customer behaviour analysis, demand forecasting, upcoming trend analysis and UX/UI design to decide which products should be upsold to avoid the drawbacks such as increased customer churn rate, shopping cart abandonment and reduced product page conversion rate. For example, if you use the BigCommerce platform, product recommendation app of GritGlobal can be a wonderful option for you to upsell effortlessly with robust customization ability and expected performance.

Pre-purchase Upsell Approaches

Pre-purchase upsell usually focuses on attracting customers to pop-up product recommendations, call-to-action features and displaying products effectively on the product page. All the products and descriptions should be displayed in a clear, soft, related and logical way to build customers’ trust and motivate them to shop in your eCommerce store. If you use the BigCommerce platform, the product recommendation app of GritGlobal can be a wonderful option for you to upsell effortlessly, as it can supercharge your suggestions with necessary features such as personalization, customization, and selling evaluation.


While there are some certain different points between pre-purchase vs. post-purchase upsell, the general element that you need to pay attention to is putting yourself in customers’ shoes to understand what they want and then offer them the best deals.


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