Growth
Upsell, downsell or order bump: when to use which
Three ways to raise your average order value, each at a different moment in the flow. Here's how to choose.
The FunnelOne team · 27 September 2026 · 1 min read
All three add revenue to an order, but they work at different moments and ask for different decisions.
Order bump: during checkout
A tick box next to the payment button: add a travel pouch for €4.95. It's a tiny decision made while the wallet is already out.
Works best for: small, related extras, well below the price of the main product. Think refills, accessories, a second colour, faster shipping.
Upsell: right after payment
A full page shown after the order is paid. The shopper accepts with one click, because the card they just used is charged again.
Works best for: something that makes the first purchase better or last longer. More of the same at a better price, the matching product, a premium version.
Downsell: after a "no"
Shown when someone declines the upsell. It's a smaller or cheaper version of the same idea: one piece instead of three, a sample, a payment plan.
Works best for: keeping the momentum without pushing the same offer twice.
A simple rule
Ask for small things before payment and bigger things after. Before payment, anything that feels risky can cost you the whole order. After payment, the order is safe, so you can make a real offer.
Keep every offer honest: real prices, real savings, and an easy way to say no. Buyers who feel tricked come back as refunds.
Put this into practice
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