Nic Dunn, CEO, Charle Agency
What is Average Order Value on Shopify?
Average order value (AOV) is a key ecommerce metric that measures the average amount customers spend each time they place an order in your Shopify store. The calculation is straightforward: divide total revenue by the number of orders in a given period. For example, if your store generates £10,000 from 200 orders, your AOV is £50. This figure is not just a number, it reflects customer behaviour, pricing effectiveness and the success of your sales strategies. A higher AOV means that shoppers are adding more items to their cart, purchasing higher priced products or responding well to incentives such as discounts and bundles. On Shopify, improving AOV is particularly valuable because it increases revenue without requiring extra traffic or advertising spend. By focusing on this metric, brands can maximise profit margins, improve return on investment from marketing and build a stronger foundation for long term growth.
Implementing Upselling Techniques
Upselling is one of the most effective ways to increase average order value on Shopify. It encourages customers to choose a higher priced version of the product they are already considering or to add premium features for a better experience. For example, a customer browsing for a pair of trainers might be shown a newer model with improved cushioning or an extended warranty at checkout. Shopify makes this process straightforward through apps that enable upsell prompts across product pages, cart pages and post purchase flows. Merchants on Shopify Plus also benefit from advanced checkout customisation, allowing them to present one click upsells immediately after a transaction. By positioning the upsell as a logical upgrade that adds value to the customer’s purchase, stores can boost revenue, strengthen brand perception and improve customer lifetime value while enhancing the shopping experience.
Cross-Selling Strategies
Cross selling increases average order value by encouraging customers to purchase complementary products that enhance the main item they are buying. On Shopify this could mean suggesting socks when a shopper adds trainers to their cart, or recommending a matching necklace when a customer selects earrings. Cross sells work particularly well on product pages, in the cart, or during checkout because they highlight relevant items at the right stage of the purchase journey. Many Shopify apps support automated product recommendations based on browsing behaviour, purchase history and popular combinations. By presenting offers that feel natural and useful rather than intrusive, stores can improve cart value, generate higher sales and provide a better shopping experience. Well executed cross selling benefits both the brand and the customer, creating a sense of personalisation and adding value to every order.
Creating Bundled Products
Product bundling is a proven way to increase average order value on Shopify by encouraging customers to purchase multiple items together at a combined price. Bundles work because they offer convenience, perceived savings and a sense of added value. For example, a beauty brand might package a cleanser, toner and moisturiser into a skincare kit, while an apparel store could create a complete outfit bundle. Shopify provides merchants with dedicated tools such as the Shopify Bundles app, which makes it simple to set up fixed or mix and match bundles directly within the admin. In addition, a wide range of third party apps enable more advanced features like tiered bundle discounts and dynamic product sets. Bundling not only raises the amount spent per transaction, it also helps introduce customers to a wider range of products which can improve loyalty and repeat purchases. By presenting bundles as carefully curated solutions rather than random groupings, stores can improve customer experience and generate higher revenue with every sale.
Offering Volume Discounts
Volume discounts encourage customers to buy more items by reducing the price per unit when they increase the quantity in their cart. This tactic is highly effective for boosting average order value on Shopify because it rewards larger purchases and creates a sense of value for money. For example, a skincare store might offer “Buy two serums and get 10% off” while an apparel brand could run a “3 for 2” promotion on t shirts or socks. Shopify allows merchants to create volume based offers through its discount engine, and a variety of apps extend these capabilities with tiered pricing, mix and match rules and custom promotions. These discounts work especially well for consumable goods, beauty, apparel and accessories where customers are likely to purchase multiples. By structuring clear and attractive offers, brands can improve cart value, increase revenue and build loyalty by giving shoppers more reasons to return.
Utilising Free Shipping Thresholds
Free shipping thresholds are one of the most reliable ways to encourage customers to increase their cart value and improve average order value on Shopify. The principle is simple: set a minimum spend that qualifies for free delivery, and position it just above your current AOV. For example, if your store’s average order value is £42, setting the threshold at £50 nudges shoppers to add an extra item to reach the target. Shopify’s built in shipping settings make it easy to configure these rules, and many stores highlight the threshold with progress bars or messages on the cart page to remind customers how close they are to unlocking the benefit. This approach works across industries from apparel to beauty and accessories because it creates a clear incentive and reduces friction at checkout. By combining free shipping thresholds with smart messaging and clear calls to action, merchants can boost sales, improve conversion rates and deliver a better customer experience.
Enhancing Product Descriptions
Well written product descriptions play a vital role in increasing average order value on Shopify because they give customers the information and confidence they need to spend more. A strong description highlights the features and benefits of an item, demonstrates how it fits within a wider range of products and answers common questions that might otherwise create hesitation. For example, an apparel store could explain how a jacket pairs with matching trousers, while a beauty brand might describe the results when a serum is used alongside a moisturiser. Merchants can also use bullet points, size guides, usage tips and high quality images to make product pages more compelling. Clear, detailed and persuasive content reduces friction, builds trust and encourages shoppers to add more items to their cart. By continually testing and refining descriptions, brands can increase conversions, raise cart value and create a smoother customer experience.
Leveraging Customer Reviews and Testimonials
Customer reviews and testimonials are powerful tools for increasing average order value on Shopify because they provide social proof and build trust. When shoppers see positive feedback from other customers, they are more confident in purchasing higher priced products or adding extra items to their cart. For example, a beauty brand showcasing five star reviews for a skincare bundle can encourage buyers to select the full package rather than a single item. Shopify product review apps make it easy to collect and display ratings, written feedback and user generated images directly on product pages. Highlighting testimonials in key areas such as the homepage, checkout page or loyalty programme landing pages reinforces credibility and reduces hesitation during the buying process. By using authentic reviews and detailed experiences, brands can improve conversion rates, increase cart value and create a stronger sense of community around their store.
Personalising the Shopping Experience
Personalisation is a proven way to increase average order value on Shopify because it tailors the shopping journey to each customer’s preferences and behaviour. By using data on browsing history, previous purchases and popular products, merchants can create dynamic product recommendations that feel highly relevant. For example, a jewellery store might suggest matching earrings when a customer views a necklace, or a beauty brand could display complementary skincare items based on past purchases. Shopify apps and third party tools enable personalisation across product pages, carts and checkout flows, helping customers discover more items that suit their needs. This approach not only increases cart value but also improves conversion rates and builds long term loyalty by showing that the brand understands its audience.
Using Limited-Time Offers and Promotions
Limited time offers create urgency and encourage customers to act quickly, often leading to larger orders and higher average order value. Shopify stores can use countdown timers, flash sales and seasonal campaigns to give shoppers a clear incentive to spend more in a short period. For example, an apparel store might run a “Spend £60 today and receive a free gift” promotion, while a homeware brand could offer a discount for a limited number of hours. Apps within the Shopify ecosystem make it easy to display urgency messaging across product pages and carts, ensuring customers know exactly what is at stake. When used carefully, these promotions increase conversions, raise cart values and drive excitement, but they should be balanced to avoid overwhelming shoppers or creating promotion fatigue.
Analysing Customer Behaviour and Purchase Patterns
Understanding customer behaviour is essential for identifying opportunities to increase average order value on Shopify. Using Shopify Analytics and integrated dashboards, merchants can track AOV, review cart sizes, monitor product combinations and spot trends across customer segments. For example, data might reveal that customers who buy a particular skincare serum often add a moisturiser in the same order, highlighting a chance to formalise a bundle. Merchants can also use cohort analysis, heatmaps and customer feedback tools to see how shoppers move through the store and where they drop off. By combining this data with ongoing A/B testing, brands can systematically improve conversion rates, raise cart values and strengthen profitability. Data driven insights ensure that every tactic from upselling to free shipping thresholds is backed by evidence rather than guesswork.
Conclusion
Increasing average order value on Shopify is not just a single tactic, it is a strategy that combines multiple steps to deliver measurable improvements for businesses of every type. From upselling, cross selling and product bundles to loyalty programs, limited time deals and free gifts, there are many options that help consumers spend more while receiving real value. The best performing stores carefully balance pricing, shipping costs, product reviews, personalisation and perks to reduce risk and improve the shopping experience. Successful merchants pay attention to customer behaviour, use reports and metrics from Shopify Analytics, and run ongoing research and trials to refine their approach. Whether selling jewellery, apparel or retail goods of any kind, opportunities exist in areas such as BOGO promotions, pop ups, FOMO messaging, BNPL options and flexible tiers of pricing. Each section of this guide shows that small improvements in navigation, return policies and checkout flow can make a big difference. At Charle we work with ambitious brands and businesses to identify the right ideas, reduce friction, and create strategies that maximise conversions, improve performance and unlock growth. If you are ready to explore everything from creative design to advanced CRO, get in touch with our team today to discuss the potential for your store.
