Average order value by ecommerce industry: 2025 benchmarks and optimization strategies

Introduction: average order value varies dramatically by industry

Average order value (AOV) represents the average amount spent per transaction on your online store. It is one of the most critical ecommerce metrics, directly impacting your revenue, margins and overall profitability.

Yet comparing your AOV to a general average is meaningless. A pet supply retailer has entirely different benchmarks than a luxury jeweler. The gaps between industries are massive: from 35 EUR in pet supplies to over 300 EUR in luxury goods. Understanding the specific benchmarks for your industry is essential to evaluate your performance and identify growth opportunities.

This article presents up-to-date AOV benchmarks by ecommerce industry in 2025, analyzes device-specific gaps, identifies the key factors influencing AOV and details actionable strategies to optimize it based on your market.

Average order value by industry: 2025 benchmarks

The data below summarizes average order values observed across ecommerce industries in 2025, covering all store sizes. These figures are compiled from FEVAD studies, Statista research and aggregated ecommerce platform data.

Several trends emerge from this data. Health and wellness shows the strongest growth (+7%), driven by the rise of supplements and natural products sold online. Food and gourmet also progresses (+6%), thanks to the development of premium gift baskets and subscription boxes. Conversely, electronics declines slightly (-3%), due to product commoditization and price wars between marketplaces.

Jewelry and luxury shows the highest average AOV (225 EUR) but also the widest range (150 to 300 EUR). This reflects the market's heterogeneity: costume jewelry pulls the average down while fine jewelry pushes it up.

Average order value by device: desktop, mobile and tablet

The device used by the customer significantly impacts order value. In 2025, mobile accounts for over 65% of ecommerce traffic, but order values remain lower than desktop. Understanding these gaps is essential to adapt your strategy by channel.

Desktop retains a structural advantage for high-consideration purchases (electronics, furniture, luxury), where customers take time to compare and add accessories. Mobile dominates for recurring and impulse buys (beauty, food, pet supplies), with shorter purchase journeys but lower individual order values.

Tablets, though marginal in traffic share (7%), show an intermediate AOV of 74 EUR. Their usage concentrates on evening and weekend sessions, often associated with more considered purchases.

Factors that influence average order value

Average order value is not a fixed number. It depends on a combination of internal factors (within your control) and external factors (market and consumer behavior). Here are the main levers that determine your store's AOV.

Catalog and pricing factors

• Catalog depth: a wider assortment gives customers more opportunities to add complementary items to their cart.
• Pricing strategy: your positioning (entry-level, mid-range, premium) directly determines average order amounts.
• Bundles and packs: pre-composed sets mechanically increase AOV by encouraging multi-product purchases.
• Promotion frequency: overly aggressive discounts can reduce AOV if customers wait for sales to buy at reduced prices.

Shopping experience factors

• Cross-selling quality: relevant recommendations (complementary products, accessories) can increase AOV by 10 to 30%.
• Free shipping thresholds: setting a threshold slightly above your current AOV encourages customers to add an item to qualify for free shipping.
• Payment experience: digital wallets and buy-now-pay-later (BNPL) reduce friction and enable higher order values.
• Personalization: a recommendation engine tailored to customer profiles generates more relevant suggestions and higher baskets.
• Site speed: each additional second of loading time reduces conversion rate by 7% and negatively impacts AOV.

Customer-related factors

• RFM segment: loyal customers ("Champions" segment) have an AOV 2.3 times higher than occasional customers.
• Acquisition source: email-acquired customers show 15% higher AOV than those from social media.
• Purchase timing: evening and weekend orders show 8% higher AOV than daytime orders.
• Geography: metropolitan customers spend an average of 12% more per order than those in rural areas.

How to increase your AOV: strategies by industry

AOV optimization strategies must be tailored to your industry. What works in fashion does not necessarily apply to electronics or food. Here are the most effective approaches by market.

Fashion and apparel: the complete look

In fashion, the most effective strategy is "shop the look": presenting a complete outfit (top + bottom + accessories) rather than isolated items. Merchants implementing this approach see an 18 to 25% AOV increase. Combine it with a free shipping threshold at 80 EUR (just above the 65 EUR average AOV) to encourage adding one more item.

Beauty and cosmetics: the complete routine

The beauty sector is perfectly suited to bundles and routines. Offer "morning routine" or "complete skincare" sets grouping 3 to 5 products with a 10 to 15% discount compared to individual purchase. Free miniatures and samples above a certain amount (60 EUR for example) are also very effective: they increase AOV by 12% on average.

Electronics and tech: essential accessories

In electronics, accessory cross-selling is the primary lever. When purchasing a smartphone, systematically suggest a case, screen protector and fast charger. These high-margin accessories can represent 15 to 25% of the total order amount. Split payment (3x or 4x interest-free) is also decisive: it increases AOV by 20 to 40% by removing the psychological barrier of high amounts.

Food and gourmet: subscriptions and thresholds

In food, two strategies dominate. First, progressive shipping thresholds: shipping at 4.90 EUR below 40 EUR, at 2.90 EUR between 40 and 60 EUR, free above 60 EUR. This system naturally incentivizes higher baskets. Second, subscriptions with discounts (10% off recurring delivery products) increase AOV by 30% and stabilize revenue.

Home and decor: the styled scene

In decor, take inspiration from physical catalogs: present complete room settings rather than isolated products. A living room photo with sofa, cushions, throw, lamp and rug allows customers to visualize the ensemble and add multiple items. Merchants adopting this approach see 35% higher AOV than those presenting products on white backgrounds.

Fullmetrix: track your AOV by segment in real time

Knowing your overall AOV is a first step. But to optimize it effectively, you need to break it down by segment: by product category, acquisition channel, device and customer profile. That is exactly what Fullmetrix enables.

AOV by product category

Fullmetrix automatically calculates average order value by catalog category. You instantly identify which categories pull your AOV up and which drag it down. This visibility lets you focus cross-selling efforts on high-potential categories and adjust pricing on underperforming ones.

AOV by acquisition channel

Not all acquisition channels are equal in terms of AOV. Customers from Google Shopping typically show higher AOV than those from Meta Ads, as purchase intent is stronger. Fullmetrix breaks down your AOV by traffic source (organic, paid search, email, social, direct) so you can allocate media budget with full visibility.

AOV by RFM segment

Fullmetrix's RFM segmentation (Recency, Frequency, Monetary) reveals considerable AOV gaps between customer profiles. Your "Champions" spend an average of 2.3 times more per order than your "At risk" customers. By crossing AOV with RFM segments, you identify which cohorts to target with loyalty and upselling actions.

FAQ: average order value by ecommerce industry

What is the average ecommerce order value in France in 2025?

The average ecommerce order value in France in 2025 is 68 EUR according to FEVAD data. This figure covers all industries and all devices (desktop, mobile, tablet). It is slightly up from 2024 (65 EUR), driven by growth in health, food and sports sectors.

How do I calculate my store's average order value?

Average order value is calculated by dividing your total revenue by the number of orders over a given period. For example, if your store generates 50,000 EUR from 800 orders in a month, your AOV is 62.50 EUR. Remember to exclude cancelled orders and refunds for an accurate figure.

Why is mobile AOV lower than desktop?

Mobile AOV is lower than desktop for several reasons. The smaller screen limits visibility of complementary products and cross-selling suggestions. Mobile sessions are shorter and more frequently interrupted. Additionally, mobile is more commonly used for quick, recurring purchases (cosmetics, groceries) with lower unit values. The gap is narrowing however, thanks to improvements in mobile UX and simplified payment solutions.

What is the fastest way to increase AOV?

The quickest lever to implement is a free shipping threshold. Set it 15 to 20% above your current AOV. For example, if your AOV is 55 EUR, offer free shipping from 65 EUR. Clearly display a progress bar in the cart ("Only 10 EUR away from free shipping!"). This technique increases AOV by 8 to 15% on average, without requiring complex development.