Naked Paper recovers CAC 20% faster with Recharge’s Checkout Upsell Swap

Naked Paper used Recharge’s Checkout Upsell Swap to prompt subscribers to upgrade to a larger pack at the moment of purchase. The result: a 4.6% swap acceptance rate, 63% higher AOV on first orders, and 20% faster CAC recovery — all with near-zero setup effort and no ongoing maintenance.

About Naked Paper

Naked Paper sells eco-friendly toilet paper, kitchen roll, and tissues, products made without bleach, free from harsh chemicals, and manufactured using renewable energy only. What started as a straightforward sustainability mission has grown into a subscription-first business, with roughly 85% of revenue coming from repeat subscribers.

For a habitual product like toilet paper, subscription is a natural fit. But Naked Paper saw an opportunity to go further, not just getting customers onto a subscription, but onto the right one from day one.

Challenge

Naked Paper sells their toilet paper in 24, 48, and 96-packs. Buying a larger pack is genuinely better value; customers save around 20% compared to buying two smaller packs because Naked Paper saves on warehousing, packing, and shipping when they consolidate into one delivery. True to their mission, they pass those savings directly to the customer.

But communicating that value was harder than it sounds. Their product page already asks customers to navigate several decisions at once: bamboo or recycled cardboard, which pack size, and how long it will last in their household. Most customers are used to just deciding between a four-pack or a six-pack from a supermarket. Piling on more information risked losing them before they had even decided to buy.

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We don’t want to overwhelm customers with too much information before they’ve actually decided to make a purchase.”

Pippy PelhamHead of Growth, Naked Paper

Naked Paper had the right offer. They just needed the right moment to make it. And like most DTC brands growing through paid acquisition, they needed every order to work as hard as possible. Getting customers onto a larger pack from day one meant more revenue upfront, better margins, and a faster path to recovering what it cost to acquire them.

Solution

Checkout Upsell Swap gave Naked Paper that moment. The feature surfaces a targeted offer at checkout, prompting customers to swap to the next pack size up with their subscription frequency automatically adjusted to match. A customer buying a 24-pack monthly can upgrade to a 48-pack at a longer frequency in a single click. Same supply, one delivery, better price.

Naked Paper has this configured across their entire product range, whether a customer checks out with a 24, 48, or 96-pack of bamboo or recycled toilet paper, they are always shown the next size up. Every checkout becomes an opportunity to move a customer onto a higher-value order.

Naked Paper also customizes the post-swap success message to highlight the environmental benefit of reducing shipping emissions. For an eco-minded audience, it turns a commercial upsell into a moment that reinforces exactly why they chose Naked Paper in the first place.

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Once a customer has decided to buy, Checkout Upsell Swap makes it easy to say: Did you know you could save by upgrading to a larger pack? At that point, it’s a no-brainer.”

Pippy PelhamHead of Growth, Naked Paper

Results

Within two months of launch, Checkout Upsell Swap delivered on both fronts. Of the customers who saw the offer, 4.6% accepted it, and those customers spent 63% more on their first order and recovered Naked Paper’s CAC 20% faster, a direct result of better margins on larger pack sizes and stronger upfront commitment from customers who upgrade at checkout.

For Naked Paper, those two numbers are deeply connected. A higher AOV means more revenue coming in earlier. Better margins on larger packs mean more of that revenue is kept. And customers who commit to a bigger order from day one are less likely to churn before Naked Paper recoups what it cost to acquire them.

The setup required almost no effort. The Recharge team provided hands-on implementation support, walking Naked Paper through the configuration from day one. The swaps have not been touched since running quietly in the background and delivering results without any ongoing maintenance from Naked Paper’s team.

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Checkout Upsell Swap is completely customizable to your brand and use case, a simple way to communicate the value of larger pack sizes that customers can understand and act on instantly.”

Pippy PelhamHead of Growth, Naked Paper