Average order value by industry: benchmark and 2025 data

Average order value (AOV) is one of the most closely monitored metrics in e-commerce. Yet few merchants know exactly how they compare to their sector. An AOV of 60 EUR may be excellent in food retail but mediocre in electronics. Without a sector benchmark, the metric loses much of its analytical value.

This article compiles average order value data by e-commerce sector for 2025, explains the factors that influence this metric and provides concrete levers to improve it. The figures presented are representative ranges for the French and European markets, aggregated from public sector data and Fullmetrix analyses.

What is average order value and how to calculate it?

Average order value (AOV) measures the average amount spent per customer order over a given period. It is a fundamental KPI for driving the profitability of an e-commerce website.

The formula is straightforward: AOV = total revenue / number of orders. For example, if your store generates 50,000 EUR in revenue from 800 orders in a month, your AOV is 62.50 EUR.

This global figure masks considerable disparities across sectors. That is why it is essential to compare yourself to players in your own category rather than to a general average that may be unrepresentative.

Average order value by e-commerce sector: the 2025 reference table

The following table shows average order value ranges observed by sector in France and Europe for 2025. These values account for all orders, excluding shipping costs, across mid-size to large online stores.

Factors that influence average order value

AOV is not a fixed value. It evolves based on several dimensions that every e-commerce manager must continuously monitor.

Device used

Orders placed on desktop typically have an AOV 20 to 35% higher than those placed on mobile. The larger screen facilitates browsing, product comparison and adding additional items. Mobile users are more impulsive but spend less per order. This data is crucial for prioritizing UX optimizations.

Seasonality

AOV experiences predictable peaks: Black Friday, Cyber Monday, end-of-year holidays and Valentine's Day all drive the average higher. Conversely, sales periods can lower unit value even as order volume increases. Analyzing your AOV month by month helps identify these seasonal effects.

Acquisition channel

Customers acquired through email marketing or loyalty programs consistently show a higher AOV than those from social media or paid traffic. Organic (SEO) customers often sit in an intermediate position. This channel segmentation is an often underexploited optimization lever.

Country and geographic area

Nordic markets (Sweden, Denmark, Netherlands) display AOVs 15 to 25% higher than France. Germany and the UK are slightly above. Southern European markets (Spain, Italy) are generally lower. If you sell internationally, segmenting your analysis by country is essential.

Average order value by e-commerce platform

The technical platform used can also influence observed AOV, largely because it attracts different merchant profiles. Here are the median values observed per platform.

These differences reflect the merchant profile more than the platform capabilities themselves. A budget-positioned Shopify store can easily show a lower AOV than a premium WooCommerce site. The platform alone does not determine AOV.

How to improve your average order value?

Increasing AOV is one of the most profitable growth levers in e-commerce because it does not require increasing traffic. Here are the most effective tactics, ranked by potential impact.

• Cross-sell and product recommendations: displaying complementary items on the product page and in the cart increases AOV by 10 to 30% depending on the sector.
• Upsell and trade-up: offer a premium version or higher-category product at the time of adding to cart or on the checkout page.
• Free shipping from a threshold: setting a threshold slightly above the current AOV (e.g. free shipping from 75 EUR if AOV is 62 EUR) encourages adding items.
• Bundles and product kits: grouping complementary products into a bundle with a slight discount. The customer perceives value, the merchant increases their basket.
• Points-based loyalty programs: active loyalty program members spend on average 15 to 25% more per order.
• Time-limited offers on the second item: conditional promotions (buy 2, get the 3rd at -50%) stimulate volume purchases without degrading unit margin.
• Personalizing recommendations by RFM segment: high-value customers (Champions, Loyal) respond better to premium offers and upsells than new customers.

Fullmetrix: track average order value by RFM segment

Fullmetrix is an e-commerce analytics platform designed to go beyond global AOV. The tool automatically calculates AOV by RFM segment (Recency, Frequency, Monetary), by acquisition channel, by device and by period.

This granularity makes it quick to identify underperforming segments and adapt marketing actions accordingly. For example, if your mobile AOV is 28% lower than desktop, Fullmetrix helps you quantify the impact of a mobile experience optimization before implementing it.

Real-time tracking of AOV by RFM segment also enables early detection of seasonal drifts before they significantly impact margin. A Champions segment whose AOV drops 15% over two consecutive months is an early warning signal that generic analytics tools do not surface.

FAQ: average order value in e-commerce

What is the ideal average order value for an e-commerce store?

There is no universal ideal AOV. The target value depends on your sector, pricing positioning and cost structure. The goal is to have an AOV above the break-even per order (acquisition cost + fulfillment cost + product cost). In France, the all-category average is 65 EUR, but this figure only makes sense compared to your sector benchmark.

How is AOV related to conversion rate?

AOV and conversion rate are often in inverse tension: actions that increase the basket (high thresholds, upsell, premium products) can reduce the conversion rate because they require greater financial commitment. The goal is not to maximize one at the expense of the other, but to optimize revenue per visitor, which is the product of both metrics.

Should AOV be calculated including or excluding tax?

For B2C e-commerce, AOV is conventionally calculated including tax (the amount actually paid by the customer). For B2B e-commerce or margin analyses, the pre-tax calculation is preferable. The key is to maintain consistency in your calculation method to compare periods.

Should shipping costs be included in AOV?

Standard practice is to exclude shipping costs from AOV to measure only the value of ordered products. However, if your strategy relies on significant paid delivery, including these costs in certain analyses can be relevant. Fullmetrix offers both calculation modes and allows switching between them to compare results.