15 Proven Strategies to Increase AOV on Shopify (2025 Guide)
For Shopify merchants or DTC ecommerce stores, AOV is one of the most powerful metrics for growing revenue. Consider this: increasing your AOV by just 20% can boost your overall revenue by the same percentage—without spending an additional dollar on customer acquisition.
According to recent e-commerce benchmarks, Shopify stores that successfully implement AOV optimization strategies see an average revenue increase of 25-30% within just 3-6 months. That’s significant growth potential waiting to be unlocked.
In this comprehensive guide, we’ll explore 15 proven strategies to increase your Shopify store’s AOV in 2025. Whether you’re running a small boutique shop or managing a large e-commerce operation, these actionable tactics will help you maximize the value of every customer transaction.
What is Average Order Value (AOV)?
Average Order Value (AOV) represents the average amount spent each time a customer places an order on your online store. It’s calculated by dividing your total revenue by the number of orders over a specific period.
For example, if your Shopify store generated $10,000 in revenue from 200 orders last month, your AOV would be $50.
While many merchants focus intensely on increasing traffic or conversion rates, AOV often delivers a more significant impact with less effort. Unlike customer acquisition (which requires continuous spending), AOV improvements yield benefits with each transaction and compound over time.
AOV differs from other key metrics in several important ways:
- Conversion Rate measures the percentage of visitors who make a purchase
- Customer Lifetime Value (CLV) tracks total customer spending over their relationship with your brand
- AOV focuses specifically on increasing the value of each individual transaction
According to the latest industry data, here are some benchmark AOVs for different Shopify store categories in 2025:
Understanding where your store stands compared to these benchmarks can help you set realistic AOV improvement goals.
Why Increasing AOV Is a Must for Your Shopify Store
Increasing your Average Order Value isn’t just about making more money per transaction—it’s about fundamentally improving your business economics. Here’s why AOV deserves your attention:
Of Course, Direct Impact on Profitability 💪
When customers spend more per order, your profit margins typically improve. This happens because many costs remain fixed regardless of order size:
- Shipping and fulfillment costs are often similar whether a customer buys one product or three
- Transaction fees from payment processors usually include a fixed component
- Packaging costs don’t increase proportionally with order size
For example, if your average shipping and handling cost is $5 per order, that represents 10% of a $50 order but only 5% of a $100 order—instantly improving your margins.
Better Return on Customer Acquisition Costs
The average cost to acquire an e-commerce customer has increased to $30-$50 in 2025, making customer acquisition increasingly expensive. When you increase your AOV, you extract more revenue from each customer you’ve already paid to acquire.
Consider this scenario:
- Customer acquisition cost: $40
- Current AOV: $60
- Profit margin: 30%
- Current profit per new customer: $18 ($60 × 30%)
- Break-even: After 2.22 orders
Now, if you increase AOV to $90:
- New profit per customer: $27 ($90 × 30%)
- Break-even: After 1.48 orders
This 50% increase in AOV dramatically improves your customer acquisition ROI.
Long-Term Business Sustainability
Stores with higher AOVs tend to weather economic downturns better because:
- They can afford to invest more in exceptional customer experiences
- They can absorb increasing advertising costs more easily
- They have more margin to experiment with new products and services
Compounding Benefits Over Time
Small AOV improvements compound significantly over time. Consider a Shopify store processing 1,000 orders monthly:
- Current AOV: $50
- Monthly revenue: $50,000
- Annual revenue: $600,000
Increasing AOV by just 15% to $57.50:
- New monthly revenue: $57,500 (+$7,500)
- New annual revenue: $690,000 (+$90,000)
That’s an additional $90,000 annually from a modest 15% AOV increase—without acquiring a single new customer.
15 Proven Strategies to Increase Your Shopify AOV
1. Implement Upsells and Cross-sells
Upselling and cross-selling are cornerstone strategies for increasing AOV, with the potential to boost order values by 10-30% when implemented correctly.
Upselling encourages customers to purchase a premium version of the product they’re considering, while cross-selling recommends complementary products that enhance the original purchase.
For effective product recommendations:
- Analyze purchase data to identify natural product affinities
- Segment your recommendations based on:
- Price point (recommend products within 25% of the original item’s price)
- Product category complementarity
- Customer browsing history
- Test different recommendation positions on your product pages
2. Create Irresistible Product Bundles
Product bundling combines multiple items into a single purchase at a price slightly lower than buying each item individually. This strategy can increase AOV by 15-40% while providing genuine value to customers.
Pricing Strategies for Effective Bundles
The sweet spot for bundle discounts is typically 15-25% off the combined individual prices. This provides enough savings to motivate purchase while preserving your margins.
Consider these product bundle types:
- Fixed percentage discount: Simple “Save 20% when purchased together”
- Tiered pricing bundling: “Buy 2 for 10% off, 3 for 15% off, 4+ for 20% off”
- Free gift with purchase: “Buy the complete set and get the carrying case free.”
- Mix-and-match bundle: “Buy any 3 items from this collection for $X”
Use Case Example of Bundle Products
For example, you run a mid-sized beauty brand on Shopify and implemented a “Complete Routine” bundling strategy for their skincare line with impressive results:
- Before bundling: AOV of $45 with most customers purchasing single products
- After bundling, AOV increased to $72 (+60%) within 3 months
- Conversion rate increased from 2.2% to 3.1%
- Customer satisfaction scores improved by 22%
This approach focused on education-driven bundling, explaining how the products work together in a routine. Each bundle included a primary product (cleanser or serum) paired with complementary items and a 20% bundle discount.
The key insight: customers weren’t buying complete routines previously because they didn’t understand the benefits of using products together. The bundles solved this problem while increasing AOV.
* Learn more: Learn from 6 Best Product Bundle Examples for Shopify Stores
3. Offer Volume-Based Discounts
Volume-based discounts incentivize customers to purchase larger quantities by offering incremental price breaks. This strategy works particularly well for consumable products, repeat-purchase items, and products with diverse variants.
Most successful volume discount strategies include 3-4 tiers, with each tier offering a meaningful but not excessive increase in savings.
The optimal first-tier threshold is typically 1-2 units above your current average purchase quantity. For example, if customers typically buy 2 units, set your first discount tier at 3-4 units.
If you’re looking to increase your Shopify store’s average order value with minimal friction, Snap Bundle Volume Discount is a powerful app worth considering.
Designed specifically for merchants who want to encourage bulk purchases and higher cart sizes, this app allows you to create tiered pricing offers like “Buy 2, get 10% off” or “Buy 5, save 25%”—all without complex setup.
4. Establish Free Shipping Thresholds
Free shipping thresholds are among the most effective AOV-boosting strategies available to Shopify merchants. Studies consistently show that 60-80% of online shoppers consider free shipping to be a primary factor in their purchasing decisions.
Finding your optimal free shipping threshold involves balancing increased order values against shipping costs:
For example:
- Current AOV: $65
- Average shipping cost: $7.50
- Profit margin: 30%
- Calculation: $65 + ($7.50 ÷ 0.30) = $65 + $25 = $90
In this case, $90 would be the recommended free shipping threshold.
The way you communicate your free shipping threshold dramatically impacts its effectiveness:
✅ In the shopping cart with a free Shipping progress bar: “You’re $15 away from FREE shipping!”. I recommend you test this free app called: Snap Cart, it can help you display a irresistable progress bar with not only free shipping but also discounts and reward.
✅ Specific recommendations: “Add this $20 bestseller to qualify for FREE shipping”. An Announcement bar at the top of every page is a great placement.
✅ Create urgency: “FREE shipping on all orders over $75 — Today Only!”. Prominently on product pages near price.
✅ Emphasize savings in abandonment emails for carts below the threshold: “Spend $100 and save $12.95 on shipping”.
5. Launch a Customer Loyalty Program
Customer loyalty programs not only encourage repeat purchases but can significantly boost your AOV when structured correctly. Research shows that loyalty program members spend 12-18% more per order than non-members.
Several loyalty program structures have proven effective for increasing AOV:
1️⃣ Points-based programs: Customers earn points for purchases that can be redeemed for discounts or free products
- AOV Impact: Moderate (5-15% increase)
- Best for: Frequent purchase businesses
2️⃣ Tiered loyalty programs: Customers unlock increasing benefits as they reach higher spending thresholds
- AOV Impact: High (15-25% increase)
- Best for: Premium products and higher-margin businesses
3️⃣ Paid membership programs: Customers pay a subscription fee for exclusive benefits (similar to Amazon Prime)
- AOV Impact: Very high (25-40% increase)
- Best for: Stores with frequent repeat purchases
4️⃣ VIP/Experiential programs: Focus on exclusive experiences rather than discounts
- AOV Impact: Variable but can be substantial
- Best for: Luxury and lifestyle brands
Implementation Steps:
- Select a loyalty platform that aligns with your business model
- Design a program structure with explicit AOV incentives
- Create clear program documentation for customers
- Launch with a compelling enrollment incentive
- Regularly analyze data and optimize reward thresholds
6. Utilize Installment Payment Options
Buy Now, Pay Later (BNPL) services have revolutionized e-commerce by allowing customers to make purchases and pay for them over time in fixed installments. Research shows that implementing BNPL options can increase AOV by 30-50% for many Shopify stores.
Overview of Buy Now, Pay Later Services: BNPL services allow customers to split payments into smaller installments, typically with:
- No interest if paid on schedule
- Instant approval decisions
- Seamless checkout integration
- No impact on the merchant’s cash flow (the BNPL provider pays you upfront)
For merchants considering combined BNPL and discount strategies, this mathematical framework helps optimize for both conversion and AOV:
The Optimal BNPL Price Threshold Formula:
BNPL Threshold = (CAC × 1.5) ÷ Profit MarginWhere:
- CAC = Customer Acquisition Cost
- 1.5 = Multiplier for sustainable breakeven
For optimizing combined discounts with BNPL options, the recommended discount curve follows:
Discount Rate = Base Discount + [(Cart Value ÷ Target AOV) - 1] × Discount ElasticityWhere:
- Base Discount = Minimum discount offered (e.g., 5%)
- Target AOV = Your desired average order value
- Discount Elasticity = Rate of discount change (typically 0.1-0.3)
This creates a non-linear discount curve that incentivizes larger purchases while preserving margins.
Affirm and Klarna lead the Buy Now, Pay Later space with flexible payment options and wide merchant acceptance. Shop Pay Installments and Afterpay follow closely behind, offering seamless checkout integration and interest-free payment plans for consumers seeking budget-friendly purchasing power.
7. Implement Strategic Price Anchoring
Price anchoring leverages cognitive bias where customers judge value based on the first price they see. When shoppers encounter a premium option first, mid-tier products suddenly feel like better value.
Display products in descending price order, with premium offerings first. Create clear “good-better-best” tiers with visible price distinctions. Ensure the middle option offers the best perceived value-to-price ratio.
For example,
- Displaying a premium subscription plan first, making the standard plan appear more reasonable
- Showcasing a luxury version of a product alongside your mainstream offering
- Using comparison tables highlighting features across differently priced options
8. Offer Product Customization Options
Types of customizations that increase willingness to pay
- Personalization (names, initials, custom text)
- Color/material variations
- Size/fit adjustments
- Feature additions/removals
- Bundle customization
For example,
- For apparel: Offer monogramming, custom sizing, color combinations
For home goods: Provide material upgrades, custom dimensions, finish options
For digital products: Create modular systems with premium add-ons
Pro tip: Set base price for standard product, then charge incrementally for each customization feature. Test pricing tiers to find the sweet spot between perceived value and profit margin.
9. Create Limited-Time Offers
Scarcity and urgency trigger fear of missing out (FOMO), prompting faster decisions and larger purchases. Time-limited offers create psychological pressure to act now rather than later.
Types of time-limited promotions that boost AOV
- Flash sales with minimum purchase requirements
- Limited-edition product bundles
- Tiered discounts available for 24-48 hours
- “Buy more save more” weekend promotions
For example,
- For apparel: Offer monogramming, custom sizing, color combinations
For home goods: Provide material upgrades, custom dimensions, finish options
For digital products: Create modular systems with premium add-ons
Pro tip: Set base price for standard product, then charge incrementally for each customization feature. Test pricing tiers to find the sweet spot between perceived value and profit margin.
Use countdown timers and stock indicators. Leverage apps like Wi Flash Sale for these widgets on your Shopify store. Schedule promotions during peak traffic periods. Use Shopify Scripts to create complex, time-limited discount rules.
10. Enhance Product Page Content
Rich content builds perceived value by highlighting unique features, craftsmanship, materials quality, and problem-solving capabilities. Detailed information reduces purchase anxiety and justifies higher price points.
Elements of high-converting product pages
- High-quality images from multiple angles
- Detailed product specifications
- Compelling benefit-focused descriptions
- Social proof (reviews, testimonials)
- Comparison charts with similar products
- FAQ sections addressing common concerns
Tools for creating enhanced product content
- Loox for photo reviews
- Yotpo for social proof
- Videowise for product videos
- Magnifier for zoom functionality
- Snap Noti for social proof
11. Implement Post-Purchase Upsells
Post-purchase upselling occurs after a customer has completed their initial purchase but before they leave your store. This strategy can increase overall revenue by 10-30% with minimal impact on your primary conversion rate.
After checkout completion but before the thank-you page, customers see a single, highly relevant offer they can add to their order with one click, without re-entering payment information.
Requires a Shopify Plus subscription or third-party apps. Create offer sequences with different price points. Test different types of complementary products for best conversion.
Pro tip: Keep offers highly relevant to the original purchase. Price offers at 15-25% of the original order value. Use urgency (“one-time offer”). Highlight the convenience of adding to current order without additional shipping.
12. Leverage Gift Cards Strategically
Gift cards generate advance revenue, drive return visits, and typically result in orders exceeding the card value. They also attract new customers through gifting. For instance,
- “Spend $100, Get a $25 Gift Card”
- Tiered value bonuses: “Buy $50 card, get $10 extra”
- Limited-time increased value promotions
- Gift card bundles with physical products
For Seasonal gift card campaigns: Create holiday-themed gift card designs and promotions. Launch “early bird” holiday campaigns. Offer gift card bundles during peak gifting seasons. Implement post-holiday gift card promotions.
13. Optimize Your Checkout Experience
Reducing friction at checkout:
Enable guest checkout. Pre-fill information when possible. Remove distractions (navigation, footer). Address potential objections (shipping times, return policy). Implement express checkout options.
What you should do:
- Minimal form fields
- Progress indicators
- Multiple payment options
- Trust signals (SSL, payment icons)
- Abandoned cart recovery
- Mobile optimization
Shopify Plus merchants can fully customize checkout. Standard merchants can add branding, custom fields, and upsell apps. All stores can customize post-purchase thank you pages.
😉 Always do A/B tests for checkout optimization
Test different layouts, button colors/text, trust badges, and shipping thresholds. Use heat mapping to identify friction points. Track abandonment rates at each step to isolate issues.
14. Use Customer Data for Personalized Recommendations
Analyze purchase history, browsing behavior, and demographic information to create targeted recommendations. Segment customers based on buying patterns and preferences.
Personalized recommendations increase relevance, leading to 10-30% higher AOV. They simplify decision-making and expose customers to complementary products they might not discover otherwise.
For instance,
- “Customers like you also bought…” sections
- “Complete the look” recommendations
- Recently viewed items with related suggestions
- Personalized homepage content based on past purchases
15. Create a Premium Product or Service Tier
Start with a limited premium collection. Highlight exclusive features and benefits. Use higher-quality materials or enhanced functionality. Consider limited availability to create exclusivity.
Emphasize craftsmanship, superior materials, and enhanced benefits. Tell the story behind premium products. Create comparison content highlighting premium advantages. Use premium packaging and presentation.
Pro tip: Test with loyal customers first. Create anticipation through pre-launch marketing. Consider limited releases to gauge interest. Develop premium packaging and unboxing experiences. Provide enhanced customer service for premium purchasers.
Measuring and Optimizing Your AOV Strategy
Key metrics to track beyond just AOV
- Profit per order (not just revenue)
- Customer lifetime value (CLTV)
- Product attachment rate
- Upsell/cross-sell conversion rates
- Average items per order
- Return rates by order value tier
💁 Setting up analytics dashboards in Shopify
Utilize Shopify Analytics’ “Dashboards” section to create custom views focused on AOV metrics. Integrate Google Analytics for deeper insights. Consider apps like Glew or Lifetimely for advanced AOV analysis. Create regular reports comparing AOV across different customer segments.
💁 A/B testing framework for AOV improvement
Start with single-variable tests focusing on high-impact areas (pricing structure, upsell offers, bundle configurations). Set clear success metrics before testing. Ensure each test runs with statistically significant traffic. Document all tests and outcomes in a central testing roadmap.
💁 Creating a continuous optimization schedule
Implement a 90-day AOV optimization cycle. Week 1: Review data and select opportunities. Weeks 2-3: Implement and test changes. Week 4: Analyze results and document learnings. Prioritize no more than three AOV initiatives per quarter for focused execution.
Common Pitfalls to Avoid
😌 Focus on value, not just higher prices
Increasing AOV must be accompanied by proportional value delivery. Customer satisfaction should remain stable or improve with higher order values. Monitor reviews and feedback closely when implementing AOV strategies.
😌 Balancing AOV with conversion rate
Aggressive AOV tactics often decrease conversion rates. Find the optimal balance through incremental testing. Calculate the net revenue impact of any conversion rate decrease against AOV gains. Segment data to identify customer cohorts most responsive to AOV strategies.
😌 Avoiding discount dependency
Avoid training customers to wait for deals. Focus on value-add bundling rather than straight discounting. Implement strategic, time-limited promotions instead of ongoing sales. Build perceived value through better product presentation and education.
😌 Maintaining customer trust
Be transparent about pricing and value propositions. Avoid “dark patterns” that trick customers into higher spending. Ensure all upsells and cross-sells are genuinely relevant and beneficial. Deliver consistent quality across price points to build lasting trust.
Your Next Step: Test These Strategies for Your Shopify Store Today 👉👈
The most effective AOV improvement comes from implementing a coordinated strategy across product presentation, pricing psychology, and value enhancement. Focus on creating genuine value for customers rather than simply extracting more revenue per transaction.
Action steps to implement today
- Audit your current product pages for price anchoring opportunities
- Identify your top 5 products and create logical bundles or upsells
- Set up proper analytics tracking for AOV metrics
- Schedule your first A/B test focusing on one high-impact strategy
Start small with one strategy implemented well rather than attempting everything at once. Measure results diligently and iterate based on data. Share successes with your team to build momentum around AOV initiatives. Celebrate wins and learn from experiments that don’t succeed.
FAQs About Increasing AOV on Shopify
What is a good average order value for Shopify stores?
How quickly can I expect to see results from these strategies?
Which AOV strategy should I implement first?
Can increasing AOV negatively impact conversion rates?
How do I calculate the ROI of my AOV improvement efforts?
Sophia Dao is a Shopify Conversion Specialist at WizzCommerce, specializing in e-commerce and Shopify solutions. With a passion for digital marketing and a keen eye for detail, Sophia creates engaging content that helps businesses thrive online. When she’s not writing, she enjoys exploring the latest trends in tech and commerce. Follow Sophia for practical e-commerce tips and the latest marketing insights!
