In this article
- 01What is average order value?
- 021. Bundle products that solve one problem
- 032. Offer paid personalization and upgrades
- 043. Create a useful free-shipping threshold
- 054. Add complementary recommendations
- 065. Use quantity breaks where multiple units make sense
- 076. Build good-better-best packages
- 087. Improve product education
- 098. Merchandise around occasions
- 109. Make cart progress and edits clear
- 11How to prioritize AOV experiments
- 12Measure the full effect
- 13Start with one relevant offer
- 14Frequently asked questions
To increase Shopify AOV, you do not have to discount the entire store. Average order value grows when customers find more relevant products, choose useful upgrades or reach a well-designed threshold.
The important word is relevant. An aggressive upsell can increase one order while hurting conversion or trust. The following nine tactics focus on making the order more complete, not simply more expensive.
What is average order value?
Average order value is calculated as:
AOV = total revenue ÷ number of orders
AOV is useful, but it should be read alongside conversion rate, contribution margin, return rate and repeat purchase behavior. A larger discounted order can generate less profit than a smaller full-price order.
1. Bundle products that solve one problem
Combine products that customers naturally use together. A coffee starter kit might include a brewer, filters and beans; a skincare routine might include cleanser, serum and moisturizer.
The bundle should reduce research and communicate a complete outcome. A random group of slow sellers is inventory clearance, not curation.
Aris Bundles can create fixed bundles, variant bundles, multipacks and upsell offers for different merchandising needs.
2. Offer paid personalization and upgrades
Engraving, gift packaging, premium materials and rush production can add value without reducing the base product's price. The upgrade must be clearly described and operationally reliable.
Aris Product Options supports paid add-ons alongside custom fields and conditional logic.
3. Create a useful free-shipping threshold
Set the threshold above current AOV but within reach for a meaningful share of shoppers. Then help customers find relevant items to close the gap.
Model shipping cost and contribution margin first. A threshold that is too low simply gives away shipping on orders that would already qualify; one that is too high feels unattainable.
4. Add complementary recommendations
Recommend products based on compatibility and timing. Place essential accessories near the product decision, replenishment items in cart, and optional discovery products after core needs are covered.
Explain why the recommendation belongs: “Fits this model,” “Complete the routine” or “Add a refill for later.” Context is more persuasive than a generic “You may also like.”
5. Use quantity breaks where multiple units make sense
Volume tiers fit consumables, household staples, event supplies and team purchases. They are less useful for durable products with low repeat need.
Calculate contribution at every tier and check whether larger orders change packaging or shipping bands. Aris Bundles can configure quantity breaks and tiered discounts after you define safe thresholds.
6. Build good-better-best packages
Offer three clearly differentiated packages. “Good” covers the essential need, “Better” adds the most broadly useful extras, and “Best” serves customers who value convenience or premium quality.
Do not create artificial feature gaps. Each package should stand on its own and make the tradeoff easy to understand.
7. Improve product education
Customers often buy less because they are uncertain, not because they reject the price. Comparison charts, size guides, routine steps, compatibility notes and usage calculators can help them choose the correct quantity and accessories.
Education can increase AOV while reducing returns because the larger order is better informed.
8. Merchandise around occasions
Create collections and bundles for concrete moments: new home, travel, back to school, gifting, wedding party or first-time setup. Occasion-based merchandising turns separate products into a plan.
Use customer language rather than internal category names. “Everything for a weekend trip” is often more useful than a collection called “Accessories.”
9. Make cart progress and edits clear
If a customer is close to a threshold, show the remaining amount and suggest one or two relevant items. Let shoppers edit bundle components, variants and personalization without restarting the purchase.
Do not use pressure messages that imply scarcity or savings that are not real. Clear progress is useful; manufactured urgency damages trust.
How to prioritize AOV experiments
Measure the full effect
For each experiment, track:
- Conversion rate
- Average order value
- Items per order
- Contribution margin per visitor and per order
- Offer attachment rate
- Return and cancellation rate
- Repeat purchase rate
A successful AOV tactic raises incremental profit without creating a disproportionate drop in conversion or increase in service cost.
Start with one relevant offer
Choose the tactic that most closely matches how customers already use your products. For curated offers and quantity incentives, test Aris Bundles. For personalization and paid upgrades, explore Aris Product Options.
Frequently asked questions
What is a good Shopify AOV?
There is no universal benchmark. Compare AOV with your own product prices, margin, customer mix and historical performance.
Can AOV increase while profit falls?
Yes. Deep discounts, shipping subsidies, returns and fulfillment costs can make a larger order less profitable.
Which AOV tactic should a new store test first?
Start with one highly relevant complementary offer or upgrade. It is easier to explain, measure and operate than a sitewide promotion system.
Category
Product Customization