What is the average order value for Shopify stores?

Average order value (AOV) on Shopify is the mean revenue generated per transaction. To find it, divide your store’s gross sales by total completed orders in the same period. Knowing this figure lets merchants benchmark performance and launch targeted upsells, bundles, or free-shipping thresholds to raise revenue per customer.

Shopify stores currently average between $85-$92 per order globally as of late 2024, though this varies significantly by industry, region, and store maturity. Top-performing Shopify merchants achieve AOVs of $109 or higher, while the best stores exceed $120 per transaction. Understanding where your store stands—and how to improve it—can dramatically impact profitability without requiring more traffic.

Numbers at a glance

• $85-$92: Global Shopify AOV range (2024)
• $109+: Top 20% of Shopify stores
• $120+: Top 10% of Shopify stores
• $71: Beauty & personal care average AOV
• $98: Americas region average AOV
• $95: Desktop AOV vs. $38-$40 mobile/tablet
• 50%+: Potential AOV increase from optimization tactics

What is average order value (AOV)?

Average order value represents the typical amount customers spend per transaction in your Shopify store. It’s calculated by dividing total revenue by the number of orders over a specific time period.

Quick definition in Shopify’s context

In Shopify’s ecosystem, AOV serves as a critical performance indicator that directly impacts profitability and growth potential. Unlike conversion rate, which measures how many visitors buy, AOV measures how much they spend when they do purchase. This metric becomes especially valuable for Shopify merchants because it’s often easier to increase spending from existing customers than to acquire new ones.

Mean vs. median vs. mode – why each matters

While most merchants focus on mean AOV (the standard average), analyzing median and mode provides deeper insights into customer behavior:

• Mean AOV: The standard calculation (total revenue ÷ orders) that Shopify displays by default
• Median AOV: The middle order value when all transactions are ranked, showing typical spending unaffected by extreme high or low orders
• Mode AOV: The most frequently occurring order value, revealing your customers’ preferred spending level

For example, if you have orders of $25, $50, $50, $75, and $200, your mean AOV is $80, median is $50, and mode is $50. The median and mode suggest most customers prefer spending around $50, while a few large orders inflate the mean.

Where AOV lives in Shopify Analytics

Shopify displays AOV prominently in your admin dashboard under Analytics > Reports. You’ll find it in the “Sales over time” report, alongside total sales and order count. The platform calculates this automatically using net sales (after discounts and refunds) divided by completed orders.

How to calculate AOV inside Shopify

Getting an accurate AOV requires understanding what Shopify includes—and excludes—from its calculations.

Pulling raw numbers (gross sales & orders)

Navigate to Analytics > Reports > Sales over time in your Shopify admin. Select your desired date range and note two key figures:

• Net sales: Total revenue after discounts, refunds, and taxes (depending on your settings)
• Orders: Number of completed transactions (excludes abandoned carts and cancelled orders)

Adjusting for returns, discounts, and edits

Shopify’s default AOV calculation uses net sales, which already accounts for:

• Applied discount codes and automatic discounts
• Refunded orders and partial refunds
• Order edits made after purchase

However, it may include shipping charges and taxes depending on your analytics settings. For pure product AOV, subtract these amounts manually or adjust your report filters.

Why AOV matters to profitability

AOV directly impacts your bottom line by determining how much revenue each customer generates per transaction.

Relationship to customer acquisition cost (CAC)

Higher AOV improves your CAC payback period and overall unit economics. If you spend $30 to acquire a customer who typically orders $60 worth of products, you need strong margins to profit. Increase that AOV to $90, and suddenly your acquisition costs become much more manageable.

Interplay with conversion rate and lifetime value

AOV works alongside conversion rate to determine revenue per visitor. A 2% conversion rate with $100 AOV generates $2 per 100 visitors, while 3% conversion with $80 AOV yields $2.40. The optimal balance depends on your margins and customer acquisition strategy.

Customer lifetime value (CLV) multiplies AOV by purchase frequency and retention period. Increasing AOV by 20% can boost CLV by the same percentage, assuming repeat purchase rates remain constant.

Board-level metrics & investor storytelling

Investors and stakeholders view AOV as a proxy for brand strength and market positioning. Consistent AOV growth suggests successful upselling, premium positioning, or expanding product lines. It’s particularly important for DTC brands seeking funding, as it demonstrates pricing power and customer engagement beyond basic conversion metrics.

Benchmarks: how does your store stack up?

Understanding industry and regional benchmarks helps contextualize your performance and set realistic improvement targets.

Global vs. regional AOV ranges

Regional Variations (2024):

• Americas: $98 average AOV
• EMEA (Europe/Middle East/Africa): $78 average AOV
• APAC (Asia-Pacific): $62 average AOV

These differences reflect purchasing power, shipping costs, and local market dynamics. US-based Shopify stores typically see higher AOVs due to domestic shipping advantages and consumer spending patterns.

Category-level differences

Industry Benchmarks (Approximate):

• Beauty & Personal Care: $71
• Fashion & Apparel: $85-$100
• Electronics: $95-$110
• Home & Garden: $90-$105
• Luxury & Jewelry: $230-$417

Beauty products often have lower AOVs due to consumable nature and frequent repurchasing, while electronics and home goods command higher order values due to product price points.

Median vs. top-quartile insights

Performance distribution among Shopify stores shows significant variation:

• Bottom 25%: Under $65 AOV
• Median (50th percentile): $85-$92 AOV
• Top 25%: $109+ AOV
• Top 10%: $120+ AOV

This wide distribution suggests substantial opportunity for improvement through optimization tactics.

9 factors that influence Shopify AOV

Multiple variables impact how much customers spend per transaction, many of which merchants can directly control.

Product price architecture

Your pricing strategy fundamentally determines AOV potential. Stores with only low-priced items face natural AOV ceilings, while those offering premium options or tiered pricing can capture higher order values.

Shipping thresholds & policies

Free shipping thresholds create powerful AOV incentives. Setting the threshold 20-30% above your current AOV encourages customers to add items to qualify, directly boosting order values.

Discounting frequency

Heavy discounting can depress AOV by training customers to wait for sales. Strategic discounting—like volume discounts or bundle offers—can actually increase AOV by encouraging larger purchases.

Upsells & cross-sells placement

Product recommendations at key touchpoints (product pages, cart, checkout) significantly impact AOV. Well-placed suggestions for complementary items or upgrades can increase order values by 10-30%.

Payment options & BNPL

Buy-now-pay-later options like Klarna or Afterpay often increase AOV by reducing purchase friction for higher-priced items. Customers feel more comfortable making larger purchases when payment is spread over time.

Seasonality & promotional calendars

Holiday seasons, back-to-school periods, and industry-specific events create natural AOV fluctuations. Black Friday/Cyber Monday typically sees 15-25% higher AOVs due to gift purchasing and promotional bundling.

Loyalty program tiers

Tiered loyalty programs incentivize higher spending to reach better rewards. Points multipliers, exclusive access, or spending-based benefits can motivate customers to increase order sizes.

Device & channel mix

Desktop users consistently show higher AOVs ($95) compared to mobile users ($38-$40). This reflects easier browsing, comparison shopping, and checkout completion on larger screens.

Checkout friction

Complicated checkout processes can cause customers to remove items or abandon carts entirely. Streamlined, mobile-optimized checkout preserves AOV by reducing last-minute order modifications.

12 tested ways to increase AOV (with Shopify apps & code snippets)

These proven tactics can boost your average order value through strategic customer experience improvements.

Free-shipping progress bar

Display remaining amount needed for free shipping throughout the shopping experience. Apps like “Free Shipping Bar” or custom code can show progress bars that encourage additional purchases.

Product bundles & kits

Create curated product combinations at slight discounts. Bundle complementary items or offer “complete the look” packages that provide value while increasing order totals.

Post-purchase one-click upsells

Present relevant offers immediately after checkout completion. Apps like “ReConvert” or “Zipify OneClickUpsell” can add 15-25% to AOV through strategic post-purchase recommendations.

Volume-based discounts

Offer tiered discounts based on quantity or total spend. “Buy 2, get 10% off” or “Spend $100, save 15%” encourages larger orders while maintaining margins.

Loyalty points multipliers

Reward higher spending with bonus points during special events or for specific product categories. This incentivizes customers to consolidate purchases for maximum rewards.

Cross-sell carousels on PDP & mini-cart

Display “frequently bought together” or “you may also like” sections on product pages and in the cart drawer. Strategic placement can capture impulse additions.

Tiered gifts with purchase

Offer increasingly attractive gifts at higher spending thresholds. “Spend $75 for free samples, $125 for deluxe gift” creates clear incentives to increase order size.

Subscription upgrades

For subscription products, offer one-time upgrades or add-ons during the ordering process. This can significantly boost initial order values for recurring customers.

Dynamic pricing (A/B test)

Test different price points and discount structures to find the optimal balance between conversion rate and AOV. Small price increases often have minimal conversion impact but meaningful AOV benefits.

Limited-time add-on pop-ups

Present time-sensitive offers for complementary products during checkout. “Add this matching accessory for 20% off – only available now” creates urgency while boosting orders.

Live chat consultative selling

Use chat tools to provide personalized recommendations and answer questions that lead to larger purchases. Trained chat agents can effectively upsell and cross-sell.

B2B bulk order forms

For stores serving business customers, provide bulk ordering interfaces that encourage larger quantities and higher order values through volume pricing.

Measuring success & iterating

Tracking AOV improvements requires systematic measurement and analysis to identify what’s working.

Setting baseline vs. target AOV

Establish your current AOV baseline using at least 30 days of data to account for normal fluctuations. Set realistic improvement targets—typically 10-20% increases over 3-6 months through optimization efforts.

Cohort tracking in Shopify reports

Use Shopify’s customer cohort reports to track AOV changes over time and by customer segments. This helps identify whether improvements come from new customers, returning customers, or both.

Tagging experiments in GA4 / Looker Studio

Tag different optimization tests with UTM parameters or custom dimensions to track their impact on AOV in Google Analytics 4. Create custom reports showing AOV by traffic source, campaign, or test variant.

Reporting cadence & dashboard template

Review AOV weekly for trend identification and monthly for strategic analysis. Create dashboards showing AOV alongside related metrics like conversion rate, customer acquisition cost, and profit margins.

Common mistakes to avoid

Several pitfalls can undermine AOV optimization efforts or create unintended consequences.

Chasing AOV at the expense of conversion

Aggressive upselling or high shipping thresholds can reduce conversion rates more than they increase AOV. Monitor both metrics together to ensure overall revenue growth.

Ignoring product margin

Higher AOV means nothing if margins decrease proportionally. Focus on promoting high-margin items and bundles rather than simply pushing more volume.

Over-reliance on discounts

Constant discounting can train customers to wait for sales and depress long-term AOV. Use discounts strategically rather than as a default AOV-boosting tactic.

Failure to clean data inputs

Including cancelled orders, test transactions, or wholesale orders in AOV calculations can skew results. Ensure your data accurately reflects typical customer behavior.

Frequently asked questions

Is there a single ‘good’ AOV number?

No universal “good” AOV exists—it depends entirely on your industry, product prices, and business model. A $30 AOV might be excellent for consumable beauty products but concerning for electronics. Focus on improvement relative to your baseline and industry benchmarks.

How often should I recalculate AOV?

Monitor AOV weekly for trend identification and calculate monthly averages for strategic planning. Daily fluctuations are normal, but consistent weekly changes indicate meaningful shifts in customer behavior.

Does AOV include tax and shipping?

Shopify’s default AOV calculation includes whatever appears in your “net sales” figure, which may include shipping and taxes depending on your settings. For pure product AOV, manually subtract these amounts or adjust your analytics configuration.

What’s the difference between AOV and ARPU?

AOV measures revenue per transaction, while ARPU (Average Revenue Per User) measures revenue per customer over a specific period. A customer might place multiple orders, making their ARPU higher than individual AOV figures.

How long to see AOV improvements after a test?

Most AOV optimization tactics show initial results within 2-4 weeks, with full impact visible after 30-60 days. Allow sufficient time for statistical significance, especially for stores with lower order volumes.

Can AOV help me optimize my ad campaigns?

Yes, understanding your AOV allows you to fine-tune ad campaigns by targeting high-value customers with tailored offers. You can also determine ideal customer acquisition budgets and improve return on ad spend (ROAS).

How does customer segmentation affect AOV?

Customer segmentation provides deeper AOV insights. First-time buyers typically have lower AOVs than returning customers. Segmenting helps tailor marketing strategies and focus on increasing AOV for each group individually.

Does offering free shipping impact my AOV?

Yes, free shipping with minimum order thresholds can increase AOV. Customers often add extra items to qualify for free shipping, boosting overall order values without sacrificing profitability.

How can subscription models affect AOV?

Subscription models tend to increase AOV over time since customers commit to recurring purchases. Calculate subscription AOV separately to understand their contribution to overall revenue and long-term customer value.

What’s the relationship between AOV and profit margins?

Higher AOV doesn’t automatically mean higher profits. Focus on promoting high-margin products and bundles rather than simply increasing order volume. Track both AOV and profit margins together for optimal results.

Can seasonal trends affect my AOV calculations?

Yes, holiday seasons and promotional periods often see 15-25% higher AOVs due to gift purchasing and bulk buying. Track seasonal periods separately to avoid inflating regular AOV benchmarks.

How do different payment methods impact AOV?

Buy-now-pay-later options like Klarna or Afterpay often increase AOV by reducing purchase friction for higher-priced items. Customers feel more comfortable making larger purchases when payment is spread over time.

Key takeaways

Understanding and optimizing your Shopify store’s average order value is one of the most effective ways to increase revenue without acquiring new customers. Here are the essential points to remember:

AOV fundamentals matter: Your current AOV of $85-$92 puts you in line with most Shopify stores, but there’s significant room for improvement. Top performers achieve $120+ per order through strategic optimization.

Calculation accuracy is critical: Use net sales (after discounts and refunds) divided by completed orders for accurate AOV. Exclude shipping, taxes, and cancelled orders to get true product value insights.

Industry context shapes expectations: Beauty stores averaging $71 AOV face different challenges than electronics stores at $110+. Benchmark against your specific vertical, not general ecommerce averages.

Multiple metrics tell the full story: Track mean, median, and mode AOV together. If your mode-to-mean ratio falls below 67%, focus on your most common order values rather than just the average.

Device behavior drives strategy: Desktop users spend $95 per order versus $38-$40 on mobile. Optimize mobile checkout and product discovery to close this gap.

Free shipping thresholds work: Set your threshold 20-30% above current AOV to encourage larger orders. This single tactic can boost AOV by 15-25% within 30 days.

Post-purchase upsells deliver results: Apps like ReConvert can add 15-25% to AOV through strategic post-checkout offers. The key is relevance and timing.

Avoid common pitfalls: Don’t chase AOV at the expense of conversion rates. Monitor both metrics together and focus on high-margin products rather than just volume.

Measurement enables improvement: Review AOV weekly for trends, monthly for strategy. Use cohort analysis to understand whether improvements come from new or returning customers.

Start with quick wins: Implement free shipping progress bars, product bundles, and volume discounts first. These require minimal technical setup but deliver measurable AOV improvements within 4-6 weeks.

The bottom line: A 20% AOV increase from $90 to $108 generates the same revenue impact as a 20% increase in traffic, but costs significantly less to achieve. Focus on maximizing value from existing customers before investing heavily in new customer acquisition.

Sources & references

• Dynamic Yield Benchmarks — Global AOV benchmarks by industry and region (verified December 2024)
• CustomerLabs AOV Guide — Calculation methodologies and best practices (verified December 2024)
• Triple Whale Analytics — Advanced AOV tracking and optimization strategies (verified December 2024)
• Red Stag Fulfillment Shopify Statistics — Shopify merchant performance data (verified December 2024)