---
title: Upsells and downsells in web2app checkout
slug: web2app-upsells-and-downsells
summary: How web funnels raise revenue after (and around) the main purchase — downsell on paywall exit, one-click post-purchase upsells charged to the saved card, distinct upsell prices, upsell downsells, and in-app charges on the saved web card (US).
domain: mobile-apps
tags: [web2app, upsell, downsell, pricing, ltv, stripe]
related: [web2app-paywall-best-practices, web2app-tripwire-pricing, web2app-app-access-deep-linking, headway-web2app-teardown, web2app-tools-and-providers, paywall-exit-offers, trial-to-discount-offer]
sources: [yt:ELt0hjABIqY, yt:m5xmwkV4HgM]
updated: 2026-10-23
---

# Upsells and downsells in web2app checkout

## TL;DR
- **Downsell on exit:** if the user closes the payment form, show the same paywall with a bigger discount — most big apps do this[^1][^2].
- **Post-purchase upsells:** after payment, send the user to upsell pages *before* the app. With Stripe the payment token is saved, so "Add" charges instantly — no re-entering card details[^2][^3].
- Give each upsell a **different price** (e.g. $14.59 vs $9.59) so identical charges don't look like a double charge[^3].
- Add **downsells for upsells** too (declined upsell → same item cheaper)[^3].
- This is almost impossible in-app, where every purchase needs confirmation — it's a core web2app advantage[^3][^4].

## Details

**Exit downsell.** Headway's closed payment sheet returns to the paywall with a higher discount (Igor calls it a downsell; "works great")[^1][^2]. Coursiv-style example from web2wave: user declines at $48, sees "Your success is our top priority — 25% off" at $36[^5].

**One-click upsells.** Headway sells add-ons like infographics on pages after payment; every click charges the stored payment method in Stripe[^2][^3]. Steve compares it to candy at the supermarket checkout: make adding more effortless, e.g. "Access the library of the world's best ideas to beat laziness — one click to add to your program"[^4]. Multiple upsells in a row are fine[^3].

**Then the app upsells again.** Headway shows another upsell when the app first launches[^6]. As of Dec 2025, in the US, an app can charge the user in-app with the payment method saved in the web funnel, avoiding the 30% store fee — web2wave built this into its SDK as a single API call, not a web view[^7][^8]. (Platform-rule-dependent; verify current Apple/Google US rules.)

**Tripwire-first logic.** A cheap entry product followed by upsells lets the upsells carry profit — see [[web2app-tripwire-pricing]][^9].

## Disagreements / caveats
- Charging a saved card without re-confirmation must be clearly disclosed (button copy, price) to avoid chargebacks and complaints; payment-provider terms apply.
- The in-app saved-card charge is US-only per the Dec 2025 source and a web2wave feature claim.

## See also
- [[web2app-paywall-best-practices]], [[web2app-tripwire-pricing]], [[web2app-app-access-deep-linking]]

[^1]: yt:ELt0hjABIqY @ 24:00 — Igor Lyubimov
[^2]: yt:ELt0hjABIqY @ 25:20 — Igor Lyubimov
[^3]: yt:ELt0hjABIqY @ 26:35 — Igor Lyubimov
[^4]: yt:m5xmwkV4HgM @ 21:07 — Steve P. Young
[^5]: yt:m5xmwkV4HgM @ 21:07 — Steve P. Young
[^6]: yt:ELt0hjABIqY @ 28:09 — Igor Lyubimov
[^7]: yt:ELt0hjABIqY @ 29:03 — Igor Lyubimov
[^8]: yt:ELt0hjABIqY @ 29:57 — Igor Lyubimov
[^9]: yt:m5xmwkV4HgM @ 22:40 — Steve P. Young