Xuehui Gao

This study aims to understand how cross-selling, upselling and add-on selling, respectively, impact sales and revenue. In pursuit of this research objective, we conduct a systematic literature review encompassing 147 papers published between 2000 and 2024 from two databases: Web of Science and SCOPUS. We identify an overall positive relationship between the three sales mechanisms (i.e., cross-selling, upselling and add-on selling) and performance outcomes, including sales, revenue, and profitability. We also find that while all three mechanisms positively influence sales outcomes, they do so through distinct pathways. Cross-selling is most effective when supported by targeted promotions and in-store strategies; upselling benefits from personalized, emotionally resonant messaging; and add-on selling yields higher returns when tailored to loyal customers and adapted to product complexity.