Industry-Wise AOV Benchmarks for eCommerce (+ Ways to Boost AOV)

What’s the secret sauce behind your business’s profitability?

It’s not just about getting more traffic—it’s about getting more from the traffic you already have.

Enter Average Order Value (AOV), a key metric that reveals how much your customers are spending per order.

But here’s the twist: AOV can look totally different depending on your industry.

From high-ticket electronics to impulse buys in fashion, understanding your industry’s AOV benchmarks can unlock new revenue streams and smarter growth.

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Why AOV matters for your business

Industry benchmarks for AOV

What drives higher AOV in specific industries

Using data to understand your industry’s AOV potential

Why AOV matters for your business

Monitoring AOV isn't just a good idea—it's a strategy for turning your eCommerce store into a well-oiled money-making machine.

When you track it closely, you can identify key opportunities to boost revenue without adding more customers to your funnel.

For example, if your current AOV is $40, and you manage to increase it by just 15% to $46, you’re looking at an additional $6 in profit for each order. Now, let’s say you’re processing 1,000 orders a month. That’s an extra $6,000 in revenue—without having to spend a dime more on ads or new customer acquisition.

So, why does monitoring AOV matter?

Because it’s the secret sauce for maximizing your existing traffic. Small shifts in customer spending behavior can add up to significant revenue growth.

And in eCommerce, it’s all about squeezing more value from every transaction.

Industry benchmarks for AOV

Different industries naturally have different AOV ranges, driven by factors like product type, pricing strategies, and customer behavior.

Here’s a snapshot of AOV benchmarks across key industries:

What drives higher AOV in specific industries

Let’s break down the factors contributing to higher AOV in these industries and the strategies businesses can adopt to optimize their performance.

Fashion

AOV: $81

Key driver: Frequent upselling of “frequently bought together” items and limited-time bundle offers.

Example: ASOS frequently uses cross-selling techniques to suggest complementary products, such as accessories, shoes, or outerwear, while customers are in the cart. This often occurs through "You May Also Like" or "Frequently Bought Together" sections in the cart.

How to boost AOV in fashion:

• Use AI-driven personalization to recommend additional items based on browsing history
• Offer free shipping thresholds to encourage higher cart totals
• Use limited-time offers for buying complete outfits or sets

Beauty & skincare

AOV: $71

Key driver: Cross-selling complementary products like serums with moisturizers.

Example: Fenty Beauty suggests a complete skincare or makeup routine for best results on their product pages, offering a convenient option to add all the recommended products to the cart directly from the same page.

How to boost AOV in beauty and skincare:

• Offer exclusive discounts for bundled skincare routines
• Create limited-edition sets featuring best-selling items
• Introduce a "buy more, save more" model for multi-unit purchases
• Offer exclusive access to premium product bundles for loyalty members

Electronics

AOV: $348

Key driver: Big-ticket items paired with discounts on accessories.

Example: Apple’s strategy of promoting accessories and AppleCare during checkout increases AOV significantly.

How to boost AOV in electronics:

• Use financing options to encourage larger purchases
• Bundle cables, chargers, or cases at a discount with core products
• Implement trade-in programs to increase higher-priced purchases
• Provide a "protection plan" upsell during checkout

Home and furniture

AOV: $215

Key driver: High-priced products and package deals for rooms or spaces.

Example: Crate and barrel’s “complete the look” feature drives higher-order values by showcasing matching furniture.

How to boost AOV in home and furniture:

• Leverage augmented reality (AR) tools to help customers visualize purchases, making them more likely to buy multiple items
• Feature “room-in-a-box” sets with a single-click purchase option
• Incentivize higher purchases with tiered discounts
• Highlight customer testimonials showing multi-item room transformations

Health & wellness

AOV: $50

Key driver: Subscription models and upsells like multi-month plans.

Example: Hubble’s subscription offers increase AOV by encouraging long-term commitments.

How to boost AOV in health & wellness:

• Highlight savings on bundled supplements or wellness plans
• Offer discounts on family-size packs or multi-user memberships
• Provide free gifts for larger bundle purchases
• Create reward points for recurring subscription upgrades

Luxury goods

AOV: $436

Key driver: Premium pricing and add-on services like personalization.

Example: Louis Vuitton’s custom monogramming adds value, pushing AOV higher.

How to boost AOV in luxury goods:

• Offer limited-edition products or VIP services to encourage splurging
• Introduce concierge-style services for personalized shopping experiences
• Offer priority access to new or exclusive collections for premium spenders
• Highlight craftsmanship or rare materials to justify premium pricing

Food & beverage

AOV: $40

Key driver: Subscriptions and bulk buying.

Example: Blue Apron sees higher AOV through subscription plans offering weekly meal kits.

How to boost AOV in food & beverage:

• Promote discounts for multi-box or gift bundle purchases
• Promote auto-renewal subscriptions with added perks
• Offer themed bundles for special occasions like holidays or parties

Pet supplies

AOV: $83

Key driver: Bulk buying and recurring needs like food and grooming products.

Example: Chewy’s subscription program offers discounts for recurring orders, boosting AOV.

How to boost AOV in pet supplies:

• Introduce loyalty programs with tiered rewards to encourage higher spending
• Provide personalized product recommendations based on pet profile data
• Reward bulk buyers with extra loyalty points or freebies
• Use upsells for higher-value toys, grooming kits, or premium food options

Sporting goods

AOV: $122

Key driver: Seasonal demand and equipment bundles.

Example: Nike boosts AOV by offering complementary products from seasonal collections (like matching kits with jerseys, shorts, and socks), often prompting customers to buy full sets or additional items together for a cohesive look.

How to boost AOV in sporting goods:

• Create seasonal kits for activities like hiking or winter sports
• Bundle sports gear with accessories for a complete experience
• Offer free shipping or gifts with minimum purchase thresholds
• Create packages around team sports or individual training needs

Using data to understand your industry’s AOV potential

Benchmarking: Compare your AOV to industry standards to identify gaps and opportunities.
Example: A beauty brand with a $40 AOV can strive for $50 by introducing bundle discounts.

Identify Key Drivers: Understand what influences AOV—product mix, promotions, and shipping costs.
Example: Offering free shipping above a $60 order can encourage higher cart values.

Segment Analysis: Analyze AOV by customer segments, such as new vs. returning customers, or by demographics.
Example: Returning customers may have a higher AOV, indicating a focus on loyalty programs.

Track Trends: Monitor AOV changes over time, especially during seasonal peaks or after product launches.
Example: A holiday campaign might show a 20% increase in AOV due to higher-ticket gift items.

Tools & Analytics: Use platforms like Shopify, Klaviyo, or Google Analytics to track performance and test strategies.
Example: Leverage predictive tools to forecast the impact of new pricing or product offerings.

Final thoughts

Your industry’s AOV isn’t just a number—it’s a reflection of your customers’ buying behaviors and how well your store capitalizes on those behaviors. By understanding industry benchmarks and tailoring strategies to your audience, you can unlock the potential to significantly boost your revenue.

To make the most of this potential, optimizing your eCommerce website is crucial. A seamless shopping experience that aligns with customer preferences can help convert casual browsers into higher-spending buyers.

From product page design to checkout processes, every touchpoint offers an opportunity to influence AOV and drive growth.

And ConvertCart helps with exactly this.

We've helped 500+ eCommerce stores (in the US) improve user experience—and 2X their conversions.

How we can help you:

Our conversion experts can audit your site—identify UX issues, and suggest changes to improve conversions.

And we won’t charge for this one.