2025 AOV Strategies: 15 Tactics To Maximize Your Revenue as a Brand Founder

Hey team - as one of the founders of Platter, I’ve spent the last 4 years obsessing over the tactics brands need to maximize the amount of dollars they extract from every visitor who lands on the e-commerce website.

Online brands often focus on getting more traffic, but that isn't always the most efficient path to revenue growth. Sometimes, making more from existing traffic is more effective than spending more to acquire new visitors.

Average Order Value, or AOV, is one of the most important metrics in e-commerce. It helps show how much revenue is generated per transaction, and small increases in AOV can have a measurable impact on total sales. Sephora's Beauty Insider loyalty program drives 80% higher AOV among members versus non-members, showing the significant revenue impact of tiered loyalty systems.

This article shares 15 strategies to improve AOV in 2025. It also explains how to apply these tactics without hurting conversions or customer experience.

What Is AOV And Why Does It Matter

Average Order Value (AOV) measures the average amount a customer spends per order on an online store. It is calculated using the formula:

AOV = Total Revenue ÷ Number of Orders

For example, if a store makes $10,000 from 200 orders, the AOV is $50.

AOV is useful because it helps track how much value each transaction brings. If AOV increases, it means customers are buying more per order, which can lead to higher overall revenue without increasing the number of customers.

Trends in AOV can also show how a business is growing. If AOV is increasing steadily, it may reflect stronger product bundling, better upsells, or improved checkout experiences. A modest 6% discount on curated product bundles increased AOV by 64% for a water sports retailer, highlighting the outsized returns possible from strategic bundling.

Trends in AOV can also show how a business is growing. If AOV is increasing steadily, it may reflect stronger product bundling, better upsells, or improved checkout experiences.

15 Strategies To Boost AOV In 2025

The following strategies are listed in order from easiest to implement to those that may require more setup or tools. Each one is designed to help increase Average Order Value (AOV) in a Shopify store.

1. Free Shipping Threshold

Setting a free shipping threshold slightly above your current AOV can lead customers to add more items to their cart. A common method is to set the threshold 10-15% higher than your existing AOV. NuFace achieved a 90% order increase after introducing a $75 free shipping threshold, demonstrating the dramatic impact of strategically set thresholds.

Display the threshold clearly on the cart page and during checkout. Show customers how close they are to qualifying for free shipping using progress bars or messages.

Key insight: Many shoppers will add items to their cart to qualify for free shipping rather than pay a separate shipping fee.

2. Strategic Upsells

Upselling means offering a more expensive version of the product a customer is already considering. Upsells can appear on the product page or in the cart.

Choose upsell items that are relevant and no more than 25% more expensive than the original item. Explain how the upgraded product provides more value.

• Price ceiling: Keep upsell price within 25% of the base item
• Value proposition: List clear benefits over the original item
• Timing: Place upsells before checkout to avoid friction

3. Cross-Selling Offers

Cross-selling involves suggesting related or complementary products. These are not upgrades, but items that go well with the original product.

Examples include:

• Phone cases with smartphones
• Socks with shoes
• Printer ink with printers

Place cross-sells on product pages, in the cart, or at checkout. Use browsing and purchase history to make offers more relevant.

4. Product Bundling

Product bundling means grouping products together and offering them at a small discount. This encourages larger purchases in one transaction.

Bundle types include complementary items (like shampoo + conditioner), volume bundles (buy 3, save 10%), and gift sets (holiday-themed packages).

Price bundles at 10-15% below the combined cost of individual items. Display them visually with clear savings.

5. Volume Discounts

Volume discounts offer reduced prices for purchasing more of the same item. These work well for consumables or frequently used products.

Structure example:

Display the pricing tiers clearly on product pages so customers can easily see the savings they'll get by purchasing more at once.

6. Post-Purchase Upsells

Post-purchase upsells appear after the customer completes a transaction. These do not interfere with the initial checkout.

Include items the customer may have missed or related accessories. Use one-click add-ons to reduce friction.

Timing the offer immediately after payment increases visibility without disrupting the purchase flow.

7. Loyalty Programs

Loyalty programs reward customers for repeat purchases. These can encourage higher spending over time.

Program structures include point-based systems, tiered benefits based on spending, and VIP access to exclusive products or sales.

Features to include:

• Point multipliers for higher-value orders
• Exclusive access to early drops or events
• Bonus rewards at key spending thresholds

8. Personalized AI Recommendations

AI-based product recommendations use browsing and purchase data to suggest relevant products. These can appear on product pages, in carts, or during checkout.

Shopify stores can implement AI features through apps or built-in integrations. Track performance using click-through rates and AOV changes.

Key benefit: AI recommendations feel more personalized than generic cross-sells, which can increase their effectiveness.

9. Limited-Time Deals

Time-sensitive offers encourage customers to act quickly. This can lead to higher order values within a shorter time frame.

Offer types include flash sales, countdown discounts, and limited-time bundles. Place these offers visibly on product and cart pages.

Using urgency tactics can help overcome purchase hesitation and increase the likelihood of adding more items to a cart.

10. Tiered Pricing

Tiered pricing provides customers with multiple versions of a product at different price levels. This allows them to choose based on their preferences.

Structure example:

Highlight the added value of higher tiers using comparison tables.

11. Upsell Emails

Upsell emails are sent after browsing or purchasing. They suggest products that complement or upgrade the customer's original order.

Types of emails include post-purchase recommendations, replenishment reminders, and seasonal add-ons.

Personalize content using the customer's past behavior and product data. Schedule emails within days of the original purchase.

12. One-Click Add-Ons

One-click add-ons simplify the process of adding extra items to an order. These can be small accessories or commonly purchased extras.

Add-ons can appear on product pages, in the cart, or after purchase. Shopify apps and customizations can enable this feature.

Suitable products include gift wrapping, extended warranties, and complementary items under $10.

13. Subscription Options

Subscription options are used for products that need to be reordered regularly. This increases customer retention and lifetime AOV.

Applicable product types include vitamins, coffee, and pet supplies.

Typical subscriber benefits:

• Convenience: Automatic restocking
• Savings: 5-15% discounts
• Customization: Control over frequency and quantity

14. Detailed Product Content

Comprehensive product content helps customers feel confident in buying higher-priced items. It reduces uncertainty and increases trust.

Include high-quality images, size charts or fit guides, and customer reviews or social proof.

Explain product materials, use cases, and care instructions where relevant.

15. Targeted Segmentation

Segmentation divides customers based on behaviors or purchase history. Each group can receive offers tailored to their preferences.

Common segments include high spenders, first-time buyers, and discount-seeking customers.

Examples include offering early access to new products for high spenders, recommending starter bundles to new customers, and showing bundle savings to price-sensitive shoppers.

How To Implement These Strategies Without Hurting Conversions

Using too many AOV strategies at once can reduce the quality of the shopping experience. When upsells or pop-ups appear too frequently, customers may feel overwhelmed or distracted, which can lead to fewer completed purchases.

Introducing AOV strategies one at a time allows store owners to see which changes work without affecting conversion rates. This approach also makes it easier to trace results back to specific changes.

Tracking AOV alone does not provide a complete picture. Changes in conversion rate, cart abandonment, and customer feedback are also important. These metrics help detect whether a strategy is increasing revenue or causing friction.

Common warning signs that an AOV tactic is reducing conversions:

• Increased cart abandonment
• Decreased conversion rate
• Negative customer feedback

A step-by-step framework for testing AOV strategies:

1. Establish baseline metrics
2. Implement one strategy
3. Measure impact on both AOV and conversion rate
4. Adjust based on results
5. Add additional strategies sequentially

How To Continuously Test And Optimize AOV

Average Order Value (AOV) can change over time based on customer behavior, product mix, and site experience. Because of this, AOV strategies are not one-time solutions. They require regular testing and updates to remain effective.

A/B testing is a method used to compare two versions of a strategy to see which one performs better. For example, one group of customers might see a $50 free shipping threshold, while another group sees a $75 threshold. The results can show which version leads to better outcomes.

It is important to collect data beyond AOV itself. Metrics like conversion rate, add-to-cart rate, and average margin help show the full impact of a change. For example, a higher AOV with a lower margin may not improve profitability.

Customer feedback also helps identify which strategies are working as expected. Feedback can come from surveys, reviews, or support interactions.

Driving Sustainable Revenue Growth

Average Order Value (AOV) plays a measurable role in long-term revenue performance. Increases in AOV often compound over time, especially when paired with consistent traffic and retention. For example, small gains in AOV across hundreds or thousands of orders can result in significant annual revenue growth without requiring a proportional increase in marketing spend.

AOV does not exist in isolation. It interacts with other key metrics, such as conversion rate and customer retention. For instance, a strategy that increases AOV but causes a drop in conversion rate may not lead to sustainable growth.

Sustainable growth depends on maintaining equilibrium across these metrics. A balanced approach tracks AOV alongside margin, return rate, and customer lifetime value.

Implementing these AOV strategies becomes significantly easier with the right tools. Platter's customizable theme and app provide Shopify merchants with built-in features to optimize checkout experiences, create effective upsell opportunities, and display strategic product recommendations—all without requiring developer resources. Book a demo to explore how Platter can optimize your Shopify storefront.

FAQs About AOV Strategies

What is a good average order value for different ecommerce industries?

Average Order Value varies by industry. Apparel typically ranges from $100-120, electronics often average $300+ per order, and beauty products usually see AOVs between $50-75. Compare your AOV to others in your industry and track changes over time.

How long does it take to see results from AOV improvement strategies?

Some strategies, such as free shipping thresholds or bundling, can show results within 2-4 weeks. More complex strategies, including personalized recommendations powered by AI, may take 1-3 months to produce measurable outcomes.

Which AOV strategies work best for new Shopify stores with limited resources?

For new stores, the most accessible strategies include setting a free shipping threshold, offering simple product bundles, and suggesting complementary items on product pages. These strategies are easier to set up and usually provide useful data quickly.

How can store owners balance AOV growth with maintaining good conversion rates?

Monitor both metrics together. A decrease in conversion rate of more than 5-10% may indicate that an AOV strategy is creating friction during the purchase process. Both metrics should be tracked together to understand how one affects the other.

Do AOV strategies work differently for physical products versus digital products?

Yes. For digital products, strategies like tiered pricing, upgrade offers, and bundles are often most relevant. For physical products, free shipping thresholds, cross-sells, and post-purchase upsells tend to be more effective. The implementation methods differ depending on product type.

Ben Sharf

Co-founder of Platter