What Is a Good Average Order Value for Ecommerce?
What Is a Good Average Order Value for Ecommerce?
European ecommerce AOV averages between €75 and €150, but it varies significantly by category. Fashion sits around €85. Electronics at €165. Beauty and personal care at €60. Home and garden closer to €120.
The number that matters most is not the industry average. It’s your current median AOV. Track median, not mean. A handful of large orders can push your mean upward while most customers spend far less. If your mean AOV is €130 but your median is €85, your upsell and cross-sell tactics need to target the €85 buyer.
A practical benchmark: aim to move your AOV 20-30% above its current level before comparing to industry averages. The tactics that get you there. Free shipping thresholds, product bundling, post-add-to-cart upsells, and volume discounts. All work differently depending on your category and customer behaviour. Each €10 increase in AOV from existing traffic adds revenue without increasing acquisition cost.