As an e-commerce entrepreneur in today’s fast-paced digital world, standing out is more important than ever . With studies predicting that 95% of purchases will be made online by 2040 , optimizing your Shopify store for both performance and personalization is no longer optional—it's essential. One of the most effective ways to do that is by enhancing your checkout experience to maximize conversions and increase average order value (AOV).
In this SEO guide, we’ll dive into the powerful Shopify Customize Checkout feature—a crucial tool for improving the final stage of the buyer journey. You’ll learn how to unlock its full potential, tailor the checkout flow to reflect your brand, and strategically implement upsell and cross-sell offers to boost sales. We’ll also explore how post-purchase optimization tools like Cross Sell & Upsell can be seamlessly integrated to drive even more revenue after checkout.
A Peek of How the Shopify Checkout Page Looks Like.
If you’re wondering whether you can customize the checkout page on your Shopify store, the answer is yes—but with some limitations. Shopify’s checkout is intentionally secure and optimized for conversions, which means full customization is reserved for Shopify Plus merchants. For regular Shopify users, access to checkout customization is limited but still powerful when used strategically.
And here’s the good news: even basic checkout customization allows you to enhance the buyer journey and introduce compelling upsell and cross sell offers right where customers are about to complete their purchase. These strategic tweaks can help boost average order value (AOV) and improve post-purchase retention.
Your Shopify store has its own unique brand, and checkout is a crucial moment to reinforce trust, credibility, and buyer confidence. Small enhancements can create a more personalized experience—while opening the door to high-converting upsell opportunities that drive real revenue.
Easy Checkout Enhancements for Non-Plus Shopify Stores
Even without Shopify Plus, you can make simple yet impactful edits to your checkout page. And in many cases, these small visual adjustments are all you need to support your upsell and cross sell strategies.
Some Shopify stores bypass the cart page entirely and redirect customers straight to checkout. That means your checkout page must do double duty—looking great, staying on-brand, and presenting relevant product recommendations, upsells, or add-ons.
Here’s how to apply easy Shopify checkout customizations :
Go to the Online Store section in your Shopify admin and select Themes . Click Customize on your active theme. In the left-hand navigation, choose Checkout . From here, you can update the banner, logo, main content area, and order summary. Click Save to apply the changes. These adjustments not only enhance your Shopify store’s branding—they also create space for trust-building messages and subtle cues that support upselling and cross selling. Whether you’re nudging a customer to upgrade their product or suggesting a complementary item, checkout is a critical point to increase Shopify upsell conversions.
Why Optimizing Your Shopify Checkout Page Matters: A Real-World Example
When it comes to maximizing conversions and unlocking upsell potential, every detail on your Shopify checkout page matters. Even a small tweak can reduce cart abandonment and improve the customer experience—which directly impacts your ability to generate more sales through upselling and cross selling.
Let’s break it down with a common scenario involving Shopify’s Express Checkout options. These include fast payment buttons like Google Pay, Apple Pay, Shop Pay, PayPal, or Amazon Pay. Beneath these buttons, Shopify displays the word “Or” —a small detail that can have a big impact.
Now imagine this: a customer wants to pay by credit card, but they don’t immediately recognize that this option is still available further down the checkout flow. Because the word “Or” is vague, they might assume their preferred payment method isn’t accepted—and abandon the checkout altogether.
That’s a lost sale, and potentially a missed upsell opportunity.
This step might be easily overlooked, where customers either miss it or skip the sale.
A simple adjustment—like changing “Or” to a more informative message such as “To pay by credit card, please continue” —can guide customers more effectively through the process. This improves clarity, reduces confusion, and keeps users moving toward purchase completion.
By improving the checkout experience, not only do you reduce abandonment—you also increase the chances that customers will see your upsell and cross sell offers, whether they’re embedded on the checkout page or appear post-purchase.
When it comes to running a high-converting Shopify store, small edits like this are more than cosmetic—they’re part of a larger checkout optimization strategy that supports your overall upselling success.
Unlocking Full Checkout Customization with Shopify Plus
So, do you need a Shopify Plus plan to fully customize your Shopify checkout page? The answer is both yes and no. While every Shopify store owner can make basic visual changes—like editing the logo, banner, and main content area—advanced checkout customization is only possible with a Shopify Plus subscription.
With Shopify Plus, merchants gain access to powerful tools that enable deeper control over the checkout experience. Specifically, you can edit two key files within your theme: checkout.liquid and checkout.scss.liquid. These files give you the freedom to completely transform your Shopify checkout layout, personalize every element, and strategically insert upsell and cross sell offers directly into the checkout flow.
This kind of control is a game-changer for upselling. Whether you're adding custom scripts to show dynamic cross-sell recommendations, highlighting limited-time upgrades, or modifying layout elements to reduce friction, Shopify Plus makes it all possible.
If you're already a Shopify Plus merchant, here’s how to access and edit your checkout for advanced checkout optimization:
Go to the Online Store section of your Shopify admin and click on Themes. Under your current theme, select the Actions drop-down and choose Edit Code. Locate the checkout.liquid file to customize layout logic, or checkout.scss.liquid to control styling and visual design. Use the Preview option to review your updates in real-time. Once you're satisfied, click Save to apply the changes.
This enhanced customization isn’t just about branding—it’s a strategic move. With the ability to embed upsell prompts, cross-sell offers, and personalized payment flows, Shopify Plus helps you build a checkout experience that drives higher conversions and increases your average order value (AOV).
If your goal is to create a high-converting Shopify store with built-in upsell strategies, Shopify Plus gives you the customization power to make it happen.
Customizing Your Shopify Checkout for Better Upsell and Cross Sell Results
Whether you're using Shopify Plus or a standard Shopify store plan, customizing your checkout page can significantly improve the customer experience and increase opportunities for upsells and cross sells.
While Shopify Plus merchants have access to deeper customization options, non-Plus users can still apply important changes that enhance both visual appeal and performance. Using the Shopify theme editor, any store owner can fine-tune the checkout design by updating brand elements like the logo, colors, and font to maintain a consistent shopping experience throughout the purchase journey.
A clean, branded checkout helps build customer trust—an essential factor when offering last-minute checkout upsells or encouraging post-purchase cross sells.
Shopify Plus users have more checkout customizations, but non-Plus users can still tweak some settings.
It might be tempting to add bold visuals or complex layouts to your checkout page, but the checkout experience should remain focused and distraction-free. Customers at this stage are ready to complete their order. The goal is to make it easy for them to input shipping and payment details while ensuring they don’t miss any relevant upsell offers or optional add-ons.
Stick to high-contrast colors, readable fonts, and minimal imagery that supports the content. This simplicity helps improve conversions and keeps attention on key calls to action—including any cross sell or upsell messages you might include.
Here are the main customization areas you can update in your Shopify checkout, even without a Shopify Plus plan:
Banner or header customization Adding a banner image to the top of your checkout page can reinforce your brand and support customer confidence. This helps create a familiar environment that boosts trust—especially important when presenting upsell options at checkout.
Steps:
Go to Settings in your Shopify admin and select Checkout In the Style section, click Customize checkout to open the theme editor In the Banner section, upload an image or choose one from your library Click Save Logo modification A clear, visible logo placed in the checkout header reminds customers of your brand and builds trust. This consistency supports the overall customer experience on your Shopify store and encourages completion of the purchase.
Steps:
In your admin panel, go to Settings and then Checkout Click Customize checkout under the Style area Upload your logo or choose an existing one from your library Set the size and position of the logo Click Save Main content area customization The main content area is where customers enter their payment and shipping information. A subtle background color or image can enhance the visual layout as long as it remains easy to read. Clear formatting helps avoid confusion and keeps the focus on the order details and any embedded checkout upsells.
Steps:
In your admin panel, go to Settings and click Checkout Choose Customize checkout under the Style section In the Main content area section, you can:Select a background color using the color picker or hex code Upload a background image from your library Click Save Form field color customization Ensuring your form fields are clearly visible is crucial to reduce friction during checkout. Choose a field color that complements your theme and supports a smooth flow toward the purchase confirmation—and any cross sell opportunities that follow.
Steps:
Go to Settings and click Checkout In the Style section, select Customize checkout Under Main content area, adjust the Form fields drop-down to select your desired color Click Save Custom text editing You can customize the text that appears on your checkout page to better guide customers or highlight payment instructions. This can be especially helpful for clarifying next steps or setting up an upsell offer.
Steps:
In the admin panel, go to Online Store and then Themes Click Actions and select Edit languages Use the search bar to find checkout text you want to update and edit as needed Order summary customization The order summary section gives customers a final look at what they’re buying—making it a strategic place to apply last-minute cross sell ideas or highlight bundled offers. A clean and well-styled background ensures this section stays readable and persuasive.
Steps:
Go to Settings in your admin panel and click Checkout Under Style, click Customize checkout In the Main content area, adjust the background color or form field styling Click Save With even basic customizations, your Shopify checkout page can be optimized to create a smooth, trustworthy buying experience while leaving room for strategic upsell and cross sell options. Whether you're running a new Shopify store or scaling with Shopify Plus, these tweaks help you build stronger conversion paths and higher cart values.
Enhance the Post-Purchase Experience on Your Shopify Store
Want to boost your revenue even after the checkout is complete? Shopify Plus users can take full advantage of the post-purchase page by adding custom elements like thank-you videos, customer surveys, and—most importantly—targeted cross-sell and upsell offers. These offers appear right before the order confirmation page and are designed to increase average order value (AOV) without disrupting the customer journey.
Smart Shopify merchants use this prime real estate to present high-converting post-purchase upsells that customers can accept with one click—no need to re-enter payment information. This frictionless upsell experience keeps customers engaged and increases overall store revenue.
How to Add Post-Purchase Upsells with Cross Sell & Upsell
You don’t need custom development or complicated setups to integrate upsell offers into your Shopify checkout experience. With tools like the Cross Sell & Upsell app , you can easily configure and launch post-purchase offers designed to increase conversions. Here’s how to do it:
Visit the Shopify App Store and search for a checkout optimization tool like Cross Sell & Upsell. Click "Add app" and log in to your Shopify store when prompted. Select "Install app" to begin setup. Go to your Shopify admin, click "Apps," and open the Cross Sell & Upsell app . Configure your post-purchase cross-sell and upsell settings to start showing offers right after checkout. Bonus: Need help with setup? Check out our in-depth help docs for detailed instructions and best practices to get the most out of your post-purchase upsell strategy.
Upselling Options on the Check out Page Rendered by Cross Sell & Upsell.
Wrap-Up: Maximize Your Shopify Checkout and Post-Purchase Potential
Optimizing your Shopify store’s checkout and post-purchase experience isn't just about looks—it's about boosting performance. From updating colors and logos to adding powerful upsell and cross-sell offers, every small improvement helps you convert more shoppers and increase average order value.
Whether you're on Shopify or Shopify Plus, integrating tools like Cross Sell & Upsell into your store makes it easier to personalize the customer journey, recover potential missed sales, and turn every order into a bigger win. Start making your Shopify checkout work harder for you—because your next upsell could be just one click away.
