An upsell funnel is the sequence of offers a customer sees on the page right after they pay. The customer accepts an offer without entering their payment details again, or turns it down and sees the next step you set up. Funnels are built for subscription stores: a step can add a product to the order that was just placed, turn that order into a subscription, add an item to the customer’s next subscription shipment, or upgrade their subscription to prepaid.

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How a funnel works

  1. The customer pays. Their order is placed and paid before any offer is shown. Declining an offer, or leaving the page, never changes the order they already placed.
  2. The first step is shown. The customer sees the offer, the price they will pay — including tax and any shipping you charge for the add-on — and, for a subscription offer, the subscription terms.
  3. Accept or decline.
    • Accept does what the step offers — see Step types — and moves to the follow-up you set for an accepted offer, if there is one.
    • No thanks moves to the downsell you set for that offer, if there is one.
  4. The funnel ends when there is no next step. A funnel shows at most three steps to one customer. Offers can be acted on for up to 60 minutes after the order is placed. If you set a countdown timer on a step, the step is declined when the timer runs out.

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Step types

For a product offer or an add-to-next-shipment step, choose What to offer — More of the same, A product you choose or AI complementary pick — the Units added by one tap, a Discount (optional) (Percent off or Fixed amount off, taken off each unit), and optionally Shipping for this add-on ($).

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Set up a funnel

Open Checkout Editor and choose Post-purchase offers. A funnel has:
  • Funnel name (only you see this).
  • Priority (higher wins).
  • Max accepts per customer — how many offers from this funnel one customer can accept in total. It is counted for customers with a customer record on your store.
  • Who sees it — targeting rules, and optional Starts and Ends dates.
  • Variants — one version of the funnel, or several to A/B test.
  • Steps — the first offer, and for each offer a follow-up after an accept and a downsell after a decline.
Each step’s page is yours to write: Headline, Subcopy, the Accept button and Decline link text, and optionally a Countdown timer, an Urgency bar, benefits, a letter from someone at your brand, and customer reviews. Save a funnel as a draft or activate it. A funnel shows to customers only while it is active and within its dates. You can pause or archive it at any time.

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Targeting

Every rule you add must match for the funnel to run:
  • Order contains product — Any of these products or All of these products, by product or by variant.
  • Order subtotal — At least ($), At most ($), or both.
  • Customer has an active subscription — or has none.
  • Order started a subscription — or is a one-time purchase.
  • Customer’s first order — or a returning customer.
  • Customer tags — Has any of these tags and Has none of these tags.
Use Estimate reach to see how many of your orders from the last 30 days the rules would have matched. Funnels are tried from the highest priority down. The first one that can show an offer for the order runs, and only one funnel runs per order. If no funnel can show an offer, the page falls back to your store’s Earlier offers, and then to a one-click offer of one more of the first product in the order. These fallbacks are shown only when the customer’s payment method can be charged again.

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Downsells and follow-ups

A downsell gives a customer who declined an offer a second, smaller option — fewer units, a lower-priced product or a bigger discount. It is shown only after No thanks on the offer it belongs to. A follow-up is shown only after that offer is accepted.

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A/B testing

Add up to five variants of a funnel, each with its own steps and page copy, and give each a Traffic share. A returning customer always sees the same variant. Compare the variants in Upsell analytics, which marks a difference from the control that is significant at 95% confidence, and Promote the winner.

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Subscription steps

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Turn a one-time order into a subscription

After a one-time purchase, a funnel can offer to subscribe the customer to the first product in their order: they keep the order they just placed and receive the product again on the schedule they choose. The step isn’t offered on gift orders or on orders that already started a subscription. Before the customer accepts, the offer shows:
  • the price of each renewal, including the plan discount and shipping,
  • how often it renews,
  • when the first renewal is charged,
  • that it continues until they cancel, and how to cancel.
The customer has to give explicit consent. The subscription starts only when the customer ticks the consent checkbox and then accepts. The checkbox is never pre-ticked, and the subscription can’t be started without it. The consent — the terms shown, when they were accepted, and the IP address and browser they were accepted from — is saved with the subscription, and the customer is emailed a confirmation. Nothing is charged when the customer accepts. The subscription is created on the payment method used for the order, its first renewal is charged on its renewal date, and it appears in Subscriptions like any other, with your usual renewal, retry and cancellation settings. See Failed subscription payments.

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Add to the next shipment

Besides the funnel step, a subscriber’s pre-renewal reminder email can include one add-on offer, set up in Subscriptions → Portal on the Upsells tab. The customer opens the link in the email and confirms. The item is charged with that renewal, ships with it and doesn’t repeat: the renewal after that goes back to their usual items. The offer isn’t included for prepaid subscriptions.

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Frequency change and prepaid upgrade in the customer portal

In the customer portal, subscribers can:
  • Change how often they receive their subscription, choosing from the other plans you offer for that product in Subscriptions → Plans, starting now or after their next order. The portal shows the new price and discount before they confirm.
  • Upgrade to prepaid — pay for several deliveries up front at the prepaid plan’s price. The portal shows the total, the price per delivery, the saving and when it will be charged. The upgrade takes effect and is charged at the next renewal, and the customer can cancel the scheduled switch before then.
A plan with 2 or more prepaid cycles is a prepaid plan.

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Payment method eligibility

Offers are charged to the payment method the customer used at checkout, so the customer never re-enters their details. A step is shown only when that payment method can pay for it. If a charge is declined, nothing is added, the customer is told on the page that the payment method could not be charged for the add-on, and their original order is unaffected. The same offer isn’t offered again on that order.

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What happens to the order

  • Same order. An accepted product offer is added to the original order as its own line item, with its tax and any add-on shipping, and the order total is updated. No second order is created.
  • Separate charge. A product offer is charged separately from the checkout payment, on the same payment method, so the customer sees two charges on their statement: the order and the upsell.
  • Refunds. A refund from the order’s page is issued against the order’s checkout payment, not against the separate upsell charge.
  • Disputes. A dispute on the upsell charge is matched to the original order.
  • Accepting twice. A double-click or a page refresh never charges the same offer twice on the same order.

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Upsell analytics

Analytics → Reports → Upsells reports offers on the post-purchase page, in the customer portal and in reminder emails. Filter by All surfaces, Post-purchase, Portal or Reminders.
  • Impressions — offers shown.
  • Accepts and Take rate.
  • Upsell revenue — the amounts customers accepted.
  • Revenue per impression, AOV lift and Projected recurring.
  • Converted to subscription — one-time orders turned into subscriptions, with each conversion listed in One-time → subscription.
Funnels and offers breaks the results down by funnel and variant, with how each variant compares to the control. Select a funnel to see each step, including accepts and declines. Over time charts impressions, accepts and upsell revenue by day. Declined offers are not counted as revenue. Upsell revenue is the amount accepted: refunds are not deducted, and an add-to-next-shipment item is counted when it is accepted, before its renewal is charged.