Abstract1. This study explores the importance of flower position for reproductive success of individual flowers of the deceptive terrestrial orchid, Dactylorhiza maculata (L.) Soó.2. Upper flowers had smaller lips and produced lighter pollinia than those in other parts of the inflorescence, probably due to architectural effects.3. Dry weight of seed capsules decreased from bottom to top in the inflorescence in both open‐pollinated and hand‐pollinated plants. However, removal of flowers from the middle and lowest parts of the inflorescence considerably increased seed production of the upper flowers. Decreased seed set was due to decreased resource availability because of the long maintenance time of opened but not pollinated lower flowers.4. Experimental self‐pollination resulted in reduced seed set compared to that following pollination with cross‐pollen, but decreased seed set was independent of flower position within an inflorescence.5. Dactylorhiza maculata with large inflorescences did not have better pollination success. The production of more flowers than the plant is able to fully support may have evolved as an ovary reserve in case of flower herbivory, or as a ‘bet‐hedging’ strategy through which the plant can increase seed production in years with good pollinator availability.