How to Increase your Average Order Value (AOV)

Average order value (AOV) is one of those ecommerce metrics that often gets overlooked. Yet, increasing it by even a few dollars can transform your profit margins. Imagine what an extra $50 or $100 per order could do for your business.

So, what exactly is AOV? As the name suggests, it’s the average worth of each order placed on your site. Most ecommerce platforms track this for you, and you can break it down by season, campaign, or even day of the week.

The beauty of improving AOV is that the hardest part is already done - you’ve brought the customer in and convinced them to buy. They trust you enough to make a purchase, so now it’s just about encouraging them to spend a little more.

Here are five proven strategies to help boost your AOV:‍

1. Create a Free Shipping Threshold

One of the easiest ways to increase AOV is by offering free shipping above a certain spend. “Unexpected shipping costs” are the number one reason shoppers abandon their carts.

For example, if your current average spend is $50, set your free shipping threshold at around $65. A prompt at checkout like “Spend just $15 more to qualify for free shipping!” nudges customers to add another item instead of paying for postage.

2. Add an “Other Items You Might Like…” Section

Cross-selling works because it feels like helpful curation rather than upselling. If a customer is buying a dress shirt, suggest ties, cufflinks, or the same shirt in another color.

The key is to recommend products that genuinely complement what’s already in their cart, not random add-ons. Done right, it feels like good service.

3. Offer Bundle Deals

Bundles encourage customers to buy more by framing it as value. Think “Three mugs for $30” when one mug usually costs $12, or “Buy 3, Get the 4th Free.”

The math has to work in your favour, of course, but these deals can move more stock while making customers feel like they’re winning.

4. Add a “Recently Viewed” Widget

Shoppers rarely buy the first product they see. A “recently viewed” widget keeps those earlier temptations top of mind, giving them an easy way to click back and add more items to their cart.

This is a simple, low-effort way to remind customers of products they already showed interest in.

5. Give Discounts for Certain Spends

A spend-based discount is straightforward but effective. For example, offer 5% off orders over $60 or 10% off over $100.

Alternatively, give customers a voucher for their next purchase once they hit a certain spend. This not only increases the current AOV but also incentivises them to come back.

Of course, these strategies aren’t mutually exclusive - you can combine them for even better results. The question is: which one will you try first?

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