How to Increase Average Order Value: 9 Proven Ways

Average order value is the amount a customer spends in one order.

Learning how to increase average order value can help an online store grow revenue without relying only on more traffic.

Many stores raise order value by improving product offers, cart design, pricing structure, and post-purchase flows.

For stores that also want stronger acquisition support, some teams work with an ecommerce Google Ads agency to bring in higher-intent shoppers.

What average order value means

Why average order value matters

Average order value, often called AOV, shows how much money comes from a typical transaction.

When order value goes up, a store may get more revenue from the same number of customers.

This can improve return from paid ads, email marketing, and organic traffic.

How average order value is usually calculated

AOV is usually found by dividing total revenue by total orders for a set time period.

This can be reviewed by day, week, month, traffic source, device type, or product category.

Looking at AOV by segment often shows where larger baskets already happen.

What affects order value

Many factors can shape how much shoppers spend in one order.

• Product price points: low-ticket catalogs often need bundles or thresholds
• Merchandising: related items can increase basket size
• Shipping costs: thresholds can encourage larger carts
• Discount structure: some offers raise value while others reduce it
• Checkout friction: a hard checkout can stop add-ons
• Trust signals: reviews and return policies may support larger purchases

How to increase average order value with the right foundation

Start with customer and product data

Before testing tactics, it helps to review which products are often bought together, which collections have the highest basket size, and where shoppers drop off.

This makes it easier to choose changes that fit real buying behavior instead of broad guesses.

Watch key segments, not only store-wide AOV

A single site-wide average can hide useful patterns.

For example, mobile shoppers may behave differently than desktop shoppers, and first-time buyers may spend less than repeat buyers.

Stores that also focus on retention can pair AOV work with stronger repeat purchase strategy through guides on improving ecommerce customer retention.

Improve cart completion before pushing larger baskets

If shoppers leave during checkout, larger carts may not convert.

It often helps to reduce friction first, especially around shipping surprises, coupon hunting, and slow checkout steps.

Related work on reducing cart abandonment can support higher order value by protecting more high-intent purchases.

9 proven ways to increase average order value

1. Use product bundles

Bundles combine related items into one offer.

This is one of the clearest ways to increase average order value because it raises basket size while making the buying decision easier.

A skincare store might group cleanser, serum, and moisturizer. A pet store might group food, treats, and waste bags.

• Fixed bundles: a ready-made set with one price
• Mix-and-match bundles: shoppers choose items from a group
• Starter kits: useful for first-time buyers
• Routine bundles: built around a use case or need

Bundles tend to work well when the grouped items solve one clear problem together.

2. Add upsells to steer shoppers toward better options

Upselling means offering a higher-value version of the product already being considered.

This may be a larger size, better material, added features, or a premium package.

The key is relevance. The higher-priced option should feel like a practical upgrade, not a hard sell.

• Show side-by-side comparisons: make differences easy to see
• Focus on use case: explain who each version fits
• Keep choices simple: too many options can slow decisions
• Place upsells near add-to-cart: timing matters

Many stores increase order value when shoppers can clearly see why a slightly higher-priced option may fit better.

3. Use cross-sells based on cart context

Cross-selling adds relevant companion products to the order.

Unlike broad recommendations, good cross-sells match the item already in the cart.

A laptop case may fit a laptop purchase. Extra filters may fit a water bottle order.

Cross-sells often work best in a few spots:

• Product page: “frequently bought together” modules
• Cart drawer: low-friction add-ons
• Checkout: small accessory suggestions where allowed
• Post-purchase page: one-click follow-up offers

Product relevance matters more than the number of suggestions shown.

4. Set a free shipping threshold above the current average

Free shipping thresholds can increase basket size by giving shoppers a clear reason to add one more item.

This tactic often works when the threshold is slightly above the current average order value, not far beyond it.

If the target feels reachable, more shoppers may respond.

How to use thresholds well

• Make the goal visible: show progress in the cart
• Suggest items that close the gap: offer relevant low-cost products
• Avoid hidden terms: shipping rules should be clear
• Review margin impact: not every threshold fits every catalog

A cart message such as “Add one small accessory to qualify for free shipping” is often easier to act on than a vague notice.

5. Create quantity discounts that encourage larger purchases

Quantity breaks can increase average order value when products are consumable, giftable, or often bought in multiples.

This approach gives shoppers a reason to buy more in one order instead of returning later.

Examples may include:

• Buy two, save more per item
• Three-pack pricing
• Case or bulk options
• Subscription starter packs

This tactic usually works best when inventory use is easy to understand.

For example, socks, supplements, coffee, office supplies, and household basics often fit quantity offers better than one-time specialty products.

6. Improve merchandising on product and cart pages

Some stores do not need new offers. They need better presentation.

Merchandising can shape what gets noticed, compared, and added to the basket.

Simple merchandising changes that may lift order value

• Show complete the set sections: useful for apparel, home, and beauty
• Use collection logic: group items by routine, room, season, or need
• Feature add-ons above the fold: do not hide them below long page content
• Use clear variant labels: size and pack options should be easy to scan
• Highlight bundle savings carefully: explain value without clutter

Stronger merchandising can also reduce decision fatigue.

That makes it easier for shoppers to build larger carts with less effort.

7. Offer post-purchase upsells

Post-purchase upsells happen after the initial checkout is complete.

Because the first purchase is already secured, this can be a useful place to offer one relevant add-on without disrupting checkout.

Examples include:

• Accessory add-ons: items that support the main purchase
• Protection or care products: where relevant
• Refill products: useful after a starter order
• Bundle completion offers: one missing item from a set

This approach often works best when the extra offer is easy to accept and clearly connected to the original order.

8. Build price architecture that guides larger purchases

Price architecture means the way products, packs, tiers, and upgrades are arranged.

A confusing price ladder can limit order growth. A clear one can guide shoppers toward higher-value choices.

Common pricing structures that support higher AOV

• Good-better-best tiers: three clear levels with useful differences
• Small, medium, large packs: larger sizes should feel practical
• Entry product plus add-ons: a base item with optional upgrades
• Category anchors: a premium item can frame mid-tier value

The goal is not to force larger purchases.

It is to help shoppers find a stronger fit that also raises basket value when appropriate.

9. Use loyalty and retention tactics that support bigger repeat orders

Average order value is not only about the first purchase.

Repeat buyers often trust the brand more, know the products better, and may be more open to bundles, larger packs, and routine-based buying.

Stores can support this through:

• Replenishment reminders: timed around likely reorder windows
• VIP thresholds: incentives tied to spend or order count
• Points systems: where rewards encourage larger baskets
• Member-only bundles: exclusive multi-item offers

For teams working on longer-term customer value, this guide on improving ecommerce customer loyalty can support repeat purchase growth alongside AOV strategy.

Where to place AOV tactics in the customer journey

Product page

This stage is useful for bundles, tiered options, premium versions, and “frequently bought together” blocks.

Shoppers are still comparing, so product education matters here.

Cart page or cart drawer

This is a strong place for free shipping progress bars, low-cost add-ons, and quantity suggestions.

The cart should stay simple. Too many offers can distract from checkout.

Checkout

Checkout is best for small, highly relevant additions when the platform supports them.

This area should stay low friction and trust-focused.

After purchase

Post-purchase is useful for one-click add-ons, refill items, or accessories tied to the original item.

Because payment is already complete, the offer should be direct and limited.

Common mistakes when trying to raise average order value

Offering unrelated products

Extra recommendations that do not match intent often reduce clarity.

Shoppers may ignore them or lose focus.

Using discounts that lower profit too much

Some promotions do raise basket size, but they may also reduce margin more than expected.

It helps to review net order value, not only gross revenue.

Setting thresholds too high

If a free shipping threshold feels out of reach, it may not change behavior.

Some shoppers may even leave the cart.

Cluttering product and cart pages

Too many modules, badges, and offers can make the page harder to use.

Clear design often supports stronger results than adding more widgets.

Ignoring mobile experience

Many add-on opportunities fail on mobile because buttons are hidden, modules load slowly, or the cart drawer is hard to use.

Testing mobile layout is often necessary for AOV improvements to work.

How to test and improve AOV over time

Measure more than one metric

AOV should be reviewed alongside conversion rate, revenue per visitor, units per transaction, margin, and repeat purchase behavior.

A tactic that lifts basket size but harms conversion may not help overall performance.

Test one major change at a time

When many changes launch together, it becomes harder to know what worked.

It often helps to test one offer type, one placement, or one threshold first.

Review by product category

Different categories respond to different AOV tactics.

Bundles may work in beauty, while quantity pricing may work better in consumables.

Look at new and returning customers separately

First-time buyers may need simple starter offers.

Returning customers may respond better to larger packs, routines, and loyalty rewards.

A simple framework for choosing the right AOV strategy

Use this decision path

1. Check current average order value by category and audience segment.
2. Find products that are often purchased together.
3. Choose one core tactic: bundle, upsell, cross-sell, threshold, or quantity break.
4. Place the offer where buying intent is strongest.
5. Keep the message short and relevant.
6. Track conversion rate, basket size, and margin impact.
7. Refine based on real order behavior.

Final thoughts on how to increase average order value

Focus on relevance and clarity

How to increase average order value often comes down to making the next logical purchase easier.

That may be a better version of the same item, a useful companion product, a bundle, or a threshold that encourages one more add-to-cart action.

Build systems, not one-off promotions

Stores often see stronger results when AOV tactics are built into merchandising, pricing, cart flow, and retention programs.

That creates a more consistent path to higher-value orders over time.

Start small and improve steadily

Not every store needs all nine methods at once.

Testing a few relevant changes, then refining them with customer behavior data, is often the clearest path to increasing average order value.