This study explores the impact of upselling on user engagement. We model users' deposit behaviour on the fantasy sports platform Dream11. Subsequently, we develop an experimental framework to evaluate the effect of upselling using an intensity parameter. Our live experiments on user deposit behaviour reveal decreased user recall with heightened upselling intensity. Our findings indicate that increased upselling intensity improves user deposit metrics and concurrently diminishes user satisfaction and conversion rates. We conduct robust counterfactual analysis and train causal meta-learners to personalise users' upselling intensity levels to reach an optimal trade-off point.

Amazon is one of the largest e-commerce industries in the market. It has to ensure that existing customers continue to buy products from them. If you are an Amazon customer, you've probably noticed the different automated tools Amazon uses to entice you to increase your order size, from product recommendations at checkout to "frequently bought together" widgets on the product listing. These are great tools for Amazon to cross-sell. Cross-selling is when you promote a different product or service to a customer to increase their order value. Unlike upsell, cross-sell allows the merchant to sell more items.The tactic is usually used to show shoppers that they must own the recommended product since it complements the product that they intended to buy.