This booklet synthesises findings from:

Academic Research & Scientific Studies

Fagerstrøm, A., Arntzen, E., & Volden, M. (2021). “Motivating Events at the Point of Online Purchase: An Online Business-to-Business Retail Experiment.” Procedia Computer Science, 181, 702-708. This field study demonstrates that up-sell offers can yield conversion rates of approximately 39% and increase revenue by 87.94% in a B2B context.
Freedman, J. L., & Fraser, S. C. (1966). “Compliance without pressure: The foot-in-the-door technique.” Journal of Personality and Social Psychology. This foundational research establishes that small initial commitments significantly increase the likelihood of agreeing to larger, related follow-on requests.
Isenberg, N., & Brauer, M. (2022).“Commitment and Consistency.” The Routledge Companion to Consumer Behaviour Analysis. This review synthesises decades of replication studies regarding behavioural consistency as a judgment heuristic used to ease decision-making.
Li, S., Sun, B., & Montgomery, A. L. (2011). “Cross-Selling the Right Product to the Right Customer at the Right Time.” Journal of Marketing Research. This study provides a quantitative foundation for the importance of matching product, customer profile, and timing to maximise cross-sell success.
MDPI (2026). “From Click to Regret: The Link Between Impulsive Online Buying and Post-Purchase Cognitive Dissonance.” This study uses the Stimulus-Organism-Response (S-O-R) model to show how utilitarian value and FOMO drive impulsive buying, which can predict later regret.
ScienceDirect (Various Dates). “Promoting product returns? The impact of at-purchase and post-purchase discounts on customers’ return behaviour.” Large-scale transaction research found that post-purchase discounts exceeding 25% non-linearly increase return rates.
Zhao, Y., et al. (2021). “A Meta-Analysis of Online Impulsive Buying and the Influencing Factors.” PMC. This meta-analysis of 258 citations concludes that frictionless checkout and prominent recommendation widgets significantly increase impulse purchases.

Industry Benchmark Reports

Baymard Institute (2023-2026).“6 Ways to Get More Out of Your Order Confirmation Page” and “Cross-Sells Checkout Benchmarks.” This UX research finds that 66% of users feel frustration when forced into cross-sells during checkout, recommending post-payment placement instead.
BigCommerce (2024). “Fiscal Year 2024 Financial Results and B2B Growth Analysis.” Reports that B2B Gross Merchandise Volume (GMV) grew over 50% year-over-year, highlighting the expansion of upsell functionality in the sector.
EasyApps Ecommerce (2026). “Shopify Upsell Conversion Benchmarks 2026.” Reports that one-click post-purchase upsells achieve 5–12% acceptance and increase AOV by 12–22%.
Focus Digital (2025). “Average Upsell Conversion Rate: 2025 Report.” Finds that mobile apps outperform mobile web upsell acceptance by 68% due to stored payment credentials.
McKinsey & Company (2025). “Ecommerce Revenue Optimisation Report.” Identifies automated post-purchase flows as the “single highest-ROI automation” available to e-commerce brands, often delivering a 20% AOV increase.
Nielsen Norman Group. “Commitment and Consistency Principle in UX.” Explains how behavioural consistency functions as a heuristic that brands can leverage to ease decision-making for existing buyers.
SamCart (2026). “The State of Digital Commerce: Analysis of $7B+ Processed Sales.” Data shows that adding a single one-click upsell results in an average 68% increase in AOV.
Louis Federal Reserve. “Loss Aversion and the Endowment Effect Research.” Documents how ownership bias reduces price sensitivity for add-on items that enhance a primary purchase.

Merchant Case Studies & Implementation Data

310 Nutrition. “Post-Purchase Scaling Case Study.” Achieved a 25% boost in AOV and a 30% acceptance rate by offering complementary supplements immediately after checkout.
BombTech Golf. “AOV and Conversion Optimisation.” Reported a $60+ improvement in AOV and a 45% increase in website conversion rates through post-purchase accessory funnels.
Calm Strips. “Mystery Upsell Innovation.” Used gamification and curiosity to achieve a 57% conversion rate on mystery items, generating $16,000 in incremental revenue over three months.
“Two Ecommerce Upsell A/B Tests.” Documented a furniture store test that increased AOV by $55, translating to a projected $2 million in extra annual revenue.
Kettle & Fire. “Revenue Per Customer Scaling.” Reported a 41% increase in average revenue per customer by deploying one-click flavour and subscription upgrades.
“Targeted Upsell Case Study.” Increased AOV from $45 to $73 using a single, well-timed post-purchase offer.
“Skincare Revenue Synthesis.” Documented a single brand adding $27,860 in incremental revenue in 30 days at a 9.46% conversion rate.
US Tech Automations. “ROI Analysis of Post-Purchase Loops.” Calculated an ROI of 1,133% in Year 1 for an evidence-based upsell program.
“Post Purchase Upsell: Best Practices & Merchant Insights.” Benchmarks indicate that customers who accept offers have 2.4x higher CLV.

Checkout Optimisation

Post-Purchase Upsell Loop

Return-to-Cart Effectiveness