How do you increase the average order value – and get customers to return?Imagine two online stores with the same number of visitors – but one earns twice as much because customers buy a bit more each time. That’s what AOV is all about.
Increasing the average order value (AOV) is one of the most profitable and sustainable ways to grow your webshop revenue – without spending more on ads. It’s about getting more value from each customer through smart actions that also improve the customer experience.
But AOV isn’t just about selling more right now. It’s about building relationships, creating loyalty, and making customers feel confident about buying from you again.
At Maksimer, we have a dedicated growth department focused on exactly these kinds of strategies. Peter, a key member of the team, has over 10 years of experience developing data-driven measures that deliver both quick wins and long-term value.
What is AOV – and why does it matter? AOV = Total revenue ÷ Number of orders
This key figure shows how much customers spend per order on average. When you work systematically to increase AOV, you earn more per transaction – without needing more traffic to your webshop.
Why you should focus on AOV:
- You build customer value and loyalty over time
- You increase margins and reduce vulnerability during traffic drops
- You get more return on your advertising budget
Peter says this:
“Working with AOV can be more profitable than chasing new customers. It’s not about pushing the customer – it’s about helping them buy good and relevant products. If someone buys a shampoo, it makes sense to recommend a matching conditioner. Either as a bundle or as an add-on product.”
6 smart actions to increase average order value (AOV) – and what to watch out for
How do you get customers to add a little more to their cart – without using aggressive sales tactics? Here are six actions that can increase AOV in a natural and customer-friendly way, along with the pitfalls you should be aware of.
1. Offer free shipping above a certain amount
Free shipping is a strong incentive in e-commerce. By setting the free shipping threshold slightly above your current average order value, you give customers a clear reason to add one more item to their cart. This simple tactic can lead to a noticeable increase in order value. Start with your current AOV and aim to raise it gradually with measures like this. But be careful: If the threshold is set too high, you risk losing customers to competitors with lower limits. Test and adjust the level based on your products and your target audience.
2. Create well-thought-out product bundles
When you combine products that naturally go together like hiking boots and waterproofing spray. You make the buying process easier and more valuable for the customer. These bundles not only increase average order value but can also improve contribution margin if you balance products with different margins. Avoid creating artificial bundles or offering discounts on products that aren’t in demand. Successful bundles are based on customer needs and careful margin analysis.
3. Recommend relevant add-ons
Good upselling improves the customer experience and increases cart value. When you suggest a charging cable with a phone, or conditioner with shampoo, you help the customer remember everything they need, that’s good service. But the suggestions must be relevant and shown at the right moment in the customer journey. Distracting or irrelevant recommendations can cause irritation and reduce trust.
4. Introduce a loyalty program or incentive-based newsletter
A loyalty program or an offer like a discount on the first purchase can lower the threshold to try your webshop – while also laying the foundation for a long-term customer relationship. Combine it with email follow-ups to keep the dialogue going. But be careful with offering too many discounts. Frequent price reductions can weaken your brand and eat into your margins. The goal should be to build a lasting relationship, not just push a one-time sale.
5. Show how much is left to reach free shipping
A simple message like “You’re 10 Euros away from free shipping” gives customers a clear reason to add one more item to their cart. It can be just what’s needed to complete the purchase. For it to work, the message must be shown in a discreet and helpful way – not as nagging. It should also be easy for the customer to find relevant products that bring the total above the threshold.
6. Optimize the digital shopping experience
A smooth and intuitive buying process is crucial for both conversion and average order value (AOV). When customers quickly find what they’re looking for and easily reach checkout, they’re more likely to buy more. Slow, unclear, or frustrating processes, on the other hand, lead to drop-offs and lower order values. The entire journey – from product discovery to payment – must be seamless and aligned with customer expectations.
AOV (order value) is more than just a number – it’s about insight, loyalty, and long-term growth.
How do you measure the impact of AOV efforts? Tracking a single number isn’t enough. You need to understand what’s actually driving the change:
- Which products are pulling up the average – and is it sustainable?
- Remove outliers and use median values for a more accurate picture
- Analyze margin and profitability in bundles and campaigns
- Run A/B tests to see what actually influences customer behavior
- Have you adjusted for inflation in your analysis?
Peter reminds us:
“Don’t let a single large order distort your insights. We’ve seen cases where one order gives a false impression that the entire campaign is working.”
Think long-term – not just about today’s sales. The real value of AOV work comes when it’s used strategically to build customer loyalty and strengthen your brand.
Actions that drive long-term impact:
- Articles and guides that help customers understand and use the products better
- Newsletters with personalized recommendations based on previous purchases
- Content that improves SEO and visibility on Google
“Give customers a good experience – and show that you have the knowledge they need to make the right purchase with you. That builds trust and creates loyalty over time. Not everyone buys right away, but many come back when you deliver value along the way,” says Peter.
Want help increasing AOV – in a way that fits your webshop? At Maksimer, we help online retailers analyze buying behavior, test actions, and develop strategies that deliver measurable results. Not just to raise AOV, but to strengthen the entire customer journey.
Ready to get started? Contact us today – we’ll help you find actions that create both higher value and a better customer experience.
Jostein Nyquist
CRO
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