WB: Frequently Bought Together vs FT Frequently Bought Together: which upsell app fits your Shopify store?

Shopify merchants looking for a frequently bought together widget usually land on the same three or four big names. Below that first row sits a layer of smaller apps that do the same job, often for less money, and get almost no independent coverage. WB: Frequently Bought Together and FT Frequently Bought Together are two of them. Their names are nearly identical, both sit in the App Store's upsell and cross-sell category, and both carry the Built for Shopify badge, so they are easy to confuse. They are in fact built by different teams with different ideas about where an upsell should appear and how it should be paid for.

This page compares them on what their App Store listings and their developers' own pages say, checked on October 24, 2026. Where a listing does not mention something, we say so instead of guessing.

Who makes each app

WB: Frequently Bought Together (Webrex Studio)

WB is published by Webrex Studio, a Shopify app and agency team whose product page sits on webrexstudio.com. The app launched on the Shopify App Store on July 7, 2025, so it is a little over a year old. In that time it has collected 135 reviews with a 5.0 average, 96% of them five stars. The app interface is available in 16 languages, including French, German, Japanese and Simplified Chinese.

Its positioning is one app for every upsell spot: frequently bought together bundles on the product page, add-ons in the cart and cart drawer, pop-ups and sticky pop-ups, the thank-you and order status pages, and on the top plan, the checkout itself. It also adds a free shipping goal bar and Buy X Get Y offers. Webrex publishes revenue figures for its merchants on its site, such as a lifetime upsell revenue counter, but those are vendor numbers rather than independent data.

FT Frequently Bought Together (Fether)

FT is published by Fether, a developer based in Sacramento, California, with its own site at fether.app and a help center at help.fether.app. The app launched on April 21, 2023, two years before WB. It has about 370 reviews with a 4.6 average; on the rating breakdown we read, 82% are five stars and 4% are one star. The interface is listed in English only.

Fether positions FT as an all-in-one bundle and recommendation tool driven by order data. Its AI looks at what customers already bought together and proposes bundles, while merchants can also build their own: classic buy-together blocks, customers also bought sections, related products, mix-and-match bundles, build a box, mystery boxes, subscription boxes and more. It also lists quantity breaks, tiered pricing, gifts, flash sales and countdown timers.

Recommendations and AI

Both apps advertise AI recommendations, and both let you pick products by hand when you already know which pairings make sense.

FT is more explicit about the source. Its listing says the AI uses order history to suggest frequently bought together products, and Fether's blog adds that suggestions keep updating as new sales come in. For a store with a few hundred orders a month, that is the main draw: install, let the app read your history, and get bundles you might not have thought of.

WB includes AI recommendations from the free plan and describes them as smart cross-sell and upsell suggestions, but the listing does not detail which data they use. Where WB stands out is rules. You can decide what to recommend by collection, vendor, product type, tag or customer, which helps when you know your catalog better than an algorithm does, for example showing accessories from the same brand on that brand's collection page.

Put simply, FT leans on automation and WB leans on control.

Offer types and discounts

On paper FT covers more bundle formats. Its listing names fixed bundles, multipacks, mix-and-match, variant bundles, build a box, gift boxes, mystery boxes, sample packs, subscription boxes and wholesale bundles, with pricing set as fixed, tiered, quantity breaks, percentage, flat, BOGO and more. If you want to sell curated boxes or pick-three packs from the same app that runs your cross-sells, FT is the fuller toolbox.

WB focuses on the offers that surround a single purchase: frequently bought together bundles, product add-ons, Buy X Get Y, free gifts, gift wrap and volume or tiered discounts. Mix-and-match and build a box are not listed on its App Store page, so do not count on them.

One feature goes the other way. WB has a free shipping goal bar (Growth plan and up) and a cart spending goal (Scale plan), both meant to push the cart total past a threshold. FT lists free shipping as a discount type but no progress bar. FT, in turn, mentions countdown timers and flash sales in its widgets, which WB does not.

Where offers appear

This is the clearest difference between the two apps. WB ties every placement to a plan:

• Free: product page, cart and cart drawer upsells
• Starter: thank-you and order status pages
• Growth: popups and sticky upsells, cart drawer goal
• Scale: checkout page upsells

FT's listing is less granular. It works on product pages, its blog describes cart page recommendations, its description mentions post-purchase offers, and it declares Checkout and Customer accounts in its works with list. A cart drawer placement is not described. If your theme relies on a slide-out cart and you want upsells inside it, WB documents that case clearly and FT does not.

Design and integrations

Both apps let you style widgets. WB offers several layouts, custom CSS, custom HTML and a drag-and-drop editor, and its widgets update without a page refresh. FT lists an editor, templates, custom code and custom fonts, plus mobile widget customization.

On integrations FT is ahead. It declares compatibility with Shopify Flow, PageFly, GemPages and EComposer, which matters if your product pages come from a page builder. WB lists only Checkout, Customer accounts and Shopify Admin, with no third-party integrations named.

On analytics WB is more specific: click-through rate, conversion rate, recommendation performance, funnel performance and optimization suggestions. FT lists reporting and analytics without saying which metrics you get.

Pricing

Here the two apps take opposite routes.

FT is listed as free, with no paid plan on its App Store page at the time of checking. That is unusual for an app with this feature list, so confirm it on the plan screen inside the app before you scale, since pricing can change after install. Nothing on the listing mentions an order cap.

WB is free up to 50 orders a month, then priced by monthly order volume:

Paid plans come with a 14-day free trial and every charge is in USD. The listing does not say what happens above 500 orders a month, so high-volume stores should ask Webrex first. Note that the order caps and the feature unlocks move together: a store doing 150 orders a month needs Growth even if it only wants thank-you page upsells. For the wider question of when an app is worth paying for, see our guide on free vs paid Shopify apps.

Reviews and track record

FT has the longer history and about 2.7 times as many reviews. Its 4.6 average includes a small share of negative reviews, which is normal for an app used by many stores over several years. WB holds a perfect 5.0 on 135 reviews in just over a year, and reviewers often mention fast support and help with customizations. A younger app with fewer reviews is not worse, but it gives you less public history to judge from.

Three stores, three choices

A home fragrance brand with 80 orders a month

A small candle and diffuser shop wants complete-the-set bundles on product pages and a few add-ons in the cart drawer, on a tight budget. Both apps can do it, but WB's free plan stops at 50 orders a month, so this store would pay $9.99 a month on Starter. FT covers product page bundles for free and its AI can surface pairings from order history. If the drawer is not essential, FT is the cheaper start.

An electronics accessories store with several brands

A shop selling cases, chargers and cables for several brands wants same-brand accessories on each brand's pages and a free shipping threshold. WB's vendor and collection rules plus its free shipping goal bar fit this exactly. At 180 orders a month it would sit on Growth at $19.99 a month. FT can recommend accessories, but its listing does not describe vendor rules or a goal bar.

A specialty tea shop selling discovery boxes

A tea brand built its product pages with PageFly and wants a build-your-tasting-box offer next to classic cross-sells. FT lists build a box, sample packs and PageFly compatibility, none of which appear on WB's listing. FT is the clear choice here.

Switching from one to the other

Both apps keep their bundles in their own settings, so there is no import between them. A clean switch looks like this:

1. Write down your current bundles and their discounts: product pairs, percentages, Buy X Get Y rules.
2. Install the new app and rebuild the offers, best sellers first.
3. Remove the old widget in the theme editor before enabling the new one, so shoppers never see two blocks.
4. Check that old automatic discounts are gone, otherwise two discounts can stack at checkout.
5. Uninstall the old app and test a full order on mobile.

Going from WB to FT, plan for cart drawer and checkout upsells, which FT does not describe the same way. Going from FT to WB, the gap is box-style bundles and page builder support. Our frequently bought together guide explains how to choose pairings, and bundle pricing without killing margin helps set the discount. For wording, read upsell copywriting, and for timing, the best time to show an upsell.

What we could not verify

FT's listing shows a free price with no plan details, and its help center did not expose pricing or limits when we checked. WB's listing does not explain its policy above 500 orders a month or the data behind its AI suggestions. Both points deserve a quick message to support before you install on a busy store. If you are weighing other upsell apps, our Candy Rack vs Honeycomb Upsell comparison looks at a different pair.