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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. Metric: Average order value (AOV) Silo: Conversion funnel benchmarks Jump to benchmarks Sources Key benchmarks (quick reference) Use these as “headline” reference points. Always cite the source and keep the currency/time window visible in your report. $166 Global AOV (Dynamic Yield) — global average order value benchmark. $101 Across e-commerce AOV (Littledata) — cross-store benchmark reference point. $85 Shopify average AOV (Littledata) — platform-specific baseline for Shopify stores. £116.72 IRP Commerce “Ecommerce Market Data” AOV — market aggregate time series reference (example: January 2026). 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/ ```0

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