Most ecommerce growth conversations start with:
“How can we get more customers?”
Another useful question is:
“How can we get more value from the customers we already have?”
That's where Average Order Value comes in.
If 100 customers spend £80 each, you generate £8,000.
If the same 100 customers spend £100 each, revenue becomes £10,000.
No additional traffic required.
This is why AOV is one of the eight metrics I pay close attention to.
Start With the Products, Not an Upsell App
Shopify has hundreds of apps promising to increase AOV.
Some are useful.
But before installing another app, think about what customers naturally buy together.
If somebody buys a necklace, is there a matching earring?
If they buy swimwear, is there a shirt or sarong designed to go with it?
If they're buying a sauna, are there accessories or services that genuinely improve the setup?
The best upsell feels useful.
The worst upsell feels like the website is trying to extract another £20 from you before it lets you leave.
Build Complete Purchases
- Fashion is a great example
- Don't just show somebody a dress
- Show them how the dress is worn
Then make the other pieces easy to discover.
For jewellery, show matching pieces within the collection.
For homewares, show the complete room.
For beauty, show the routine.
Merchandising isn't simply arranging products.
It's helping customers imagine the finished purchase.
Use Free Shipping Thresholds Carefully
Free shipping thresholds can be extremely effective.
If your AOV is £82 and free delivery begins at £100, a customer with £86 in their basket has a reason to find something else.
But don't simply copy somebody else's threshold.
Look at your actual AOV and margins.
The threshold should encourage a realistic increase in spend without destroying profitability.
Improve Your Cart
Your cart has two jobs.
First, confirm what somebody is buying.
Second, help them complete the purchase.
It can also gently introduce relevant additions.
The keyword is gently.
Customers don't need five popups, a countdown timer and six flashing recommendations.
Show one or two things that genuinely complement their purchase.
Bundles Can Work Brilliantly
Bundles simplify decisions.
Instead of asking a customer to build something themselves, package it.
A three-product skincare routine.
A necklace and earring set.
A holiday outfit.
A starter package.
The customer gets an easier decision.
The business gets a larger basket.
Don't Sacrifice Conversion Rate for AOV
This is important.
Imagine increasing AOV from £100 to £120 while making the purchase journey so aggressive that conversion rate falls significantly.
You haven't necessarily improved anything.
Metrics interact.
That's why I don't optimise AOV in isolation.
- Look at conversion rate
- AOV
- Margin
- Return rate
- Repeat purchase behaviour
- Revenue per visitor
Sometimes a smaller basket that converts more frequently produces a better business.
Use Email to Increase Order Value Too
AOV optimisation doesn't have to happen entirely on the website.
Email can introduce complementary products.
Someone buys Product A.
Two weeks later they receive useful content about Product B.
A customer buys a necklace.
Later they're shown the matching earrings.
This is particularly effective when it genuinely follows the way the product is used.
My Favourite AOV Test
One of the simplest exercises I use is:
Open your top ten products.
For each product ask:
“If I bought this, what would I logically want next?”
If there is a clear answer, make sure the customer can find it easily.
That's merchandising.
And it can be considerably more powerful than installing another upsell plugin.
Ready to sell more?
I help independent ecommerce brands improve conversion, automate customer emails and build connected AI systems. If you're unsure where to start, a free website audit will identify the top priority.
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