Average order value (AOV) shows how much customers spend per order. This page provides global benchmarks plus practical breakdowns
by region, device, and industry—so you can benchmark like-for-like instead of relying on a single blended average.
Back to the hub:
E-commerce Statistics.
For funnel context, compare AOV with
conversion rate (CR) benchmarks
and cart abandonment rate.
Key benchmarks (quick reference)
Use these as “headline” reference points. Always cite the source and keep the currency/time window visible in your report.
Why multiple “global” numbers? Each source uses a different dataset, sampling, and time window. Use one source consistently inside a report,
or present two sources side-by-side to show reasonable variance.
Benchmarks by segment
AOV is strongly shaped by (1) category price points, (2) region, and (3) device. The tables below let you benchmark “like-for-like”.
AOV by region (benchmark)
| Region | Benchmark AOV | Notes |
|---|---|---|
| Americas | $180 | Highest regional AOV in this benchmark set. |
| EMEA | $157 | Mid-range regional AOV benchmark. |
| APAC | $132 | Lower regional AOV benchmark (varies widely by market). |
AOV by device (benchmark)
| Device | Benchmark AOV | How to interpret |
|---|---|---|
| Desktop | $219 | Higher AOV often correlates with higher consideration purchases and easier comparison/checkout UX. |
| Tablet | $149 | Mid-range benchmark; tablet share is smaller in many markets so variance can be higher. |
| Mobile | $142 | Lower AOV can reflect browsing behavior, payment friction, or smaller basket sizes. |
Device context for your store:
mobile share of traffic and
mobile share of revenue.
AOV by industry (ranges + examples)
| Industry / segment | Benchmark AOV (range or reference) | Notes |
|---|---|---|
| Luxury & Jewelry | Often > $300 (12-month ref: ~$347) | Highest AOV segment in the benchmark set (high-ticket catalog). |
| Fashion, Accessories & Apparel | $40–$170 (example: $292 in January after $243 in December) | Wide range; promotions and seasonality can move AOV fast. |
| Beauty & Personal Care | $15–$90 | Lower ticket sizes; bundles and subscriptions can raise AOV. |
| Consumer Goods | Example: $337 in January (from $210 in December) | Large month-to-month swings can occur due to campaign mix and category composition. |
| Pet Care & Veterinary Services | 12-month ref: ~$68 (example: $70 in January) | Lowest AOV segment in the benchmark set (typically smaller baskets). |
Percentile-style AOV benchmarks (distribution)
| Benchmark set | Bottom 20% | Average | Top 20% | Top 10% |
|---|---|---|---|---|
| Across e-commerce (Littledata) | < $54 | $101 | $274+ | $534+ |
| Shopify (Littledata) | — | $85 | $192+ | $311+ |
AOV alone can mislead. Always interpret it with
conversion rate (CR)
and cart abandonment.
Higher AOV with sharply lower CR can reduce total revenue depending on traffic intent and margins.
Definition
Use one consistent AOV definition across time windows and channels.
Average order value (AOV) is commonly calculated as:
AOV = Total Revenue ÷ Number of Orders
- Total revenue: keep scope consistent (gross vs net; include/exclude shipping/tax the same way each time).
- Orders: match your order definition (paid vs created vs fulfilled—pick one and stick with it).
- For subscription models, consider tracking first-order AOV separately from repeat-order AOV.
Reference pages: Glossary • Methodology
What drives AOV
Short notes commonly used in reporting and analysis.
- Category price points dominate cross-industry comparisons.
- Bundles, cross-sells, upsells increase items per order and AOV.
- Free shipping thresholds can push baskets upward (customers add items to qualify).
- Payment options (e.g., BNPL) can change basket composition in some categories.
- Returns behavior (especially apparel) can affect ordering patterns (multiple sizes, etc.).
Sources
Primary sources used for the benchmark values on this page.
-
Dynamic Yield (XP² Benchmarks) — Average order value benchmarks (global: $166; region/device benchmarks; industry references):
marketing.dynamicyield.com/benchmarks/average-order-value/ -
Littledata — Average Website Performance (AOV across ecommerce: $101; Shopify AOV: $85; percentile thresholds):
littledata.io/average-website-performance -
IRP Commerce — Ecommerce Market Data (AOV time series; example: January 2026 AOV £116.72):
irpcommerce.com/en/gb/EcommerceMarketData.aspx -
Shopify — AOV guide (industry benchmark ranges and narrative context):
shopify.com/blog/average-order-value
Hub-wide pages:
Sources •
Methodology •
Glossary
Cite this page
Copy and paste (adjust date if needed).
Suggested citation (APA style):
Best for Ecommerce. (2026). Average order value (AOV) benchmarks. Retrieved from
/ecommerce-statistics/conversion-funnel/average-order-value/
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