If you run an eCommerce website, increasing your sales doesn’t always need to mean finding more customers.
Often, the easiest growth comes from encouraging existing customers to spend a little more per order.
That’s where average order value (AOV) comes in.
AOV is the average amount a customer spends each time they place an order. Even small increases can have a big impact on your revenue — without increasing your ad spend or traffic.
Here are some simple, proven ways to increase AOV that feel natural, helpful and aligned with how people shop online.
1. Offer free shipping thresholds
One of the most effective (and simplest) ways to increase AOV is by offering free shipping once customers reach a minimum spend.
Why it works:
Customers already expect to pay for shipping — but many will happily add another item if it means avoiding that extra cost.
How to use it well:
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Set your free shipping threshold slightly above your current average order value
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Make the message highly visible (announcement bar, cart page, product pages)
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Reinforce it in the cart: “You’re R120 away from free shipping”
Best for:
Almost all online stores, especially consumables, wellness, fashion, beauty, and home goods.
Out in the wild: I have a client who introduced free shipping when customers buy two or more products. Now their AOV has doubled.
2. Bundle complementary products
Product bundles help your customers by removing decision fatigue.
Instead of asking, “Do you want to add another item?”, you’re saying, “Here’s what goes well together.”
How to use it well:
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Create logical bundles (e.g. cleanser + serum, top + bottoms, product + refill)
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Offer a small incentive (5–10% off compared to buying separately)
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Clearly show the saving to increase perceived value
Best for:
Skincare, supplements, fashion sets, homeware, hobby products, and gifts.
3. Use “Frequently Bought Together” suggestions
Thoughtful product recommendations increase AOV by helping customers discover items they didn’t know they needed.
The key is relevance. Random upsells feel pushy. Helpful suggestions feel supportive.
How to use it well:
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Recommend items that genuinely complement the product
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Keep the design subtle and non-intrusive
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Place recommendations near the “Add to cart” button or in the cart drawer
Best for:
Stores with multiple related products or collections.
4. Incentivise buying more than one
Encouraging customers to buy two or three of the same product works especially well for repeat-use items.
How to use it well:
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Offer bulk discounts (e.g. Buy 2 save 10%, Buy 3 save 15%)
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Position it as convenience, not pressure
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Highlight long-term value: “Never run out”
Best for:
Skincare, supplements, food, pet products, candles, and consumables.
My client, Jooce Supplements, does this really well on their product pages.
5. Add low-friction add-ons at checkout
Small, affordable add-ons or cross-sells can significantly lift AOV — especially when customers are already in buying mode.
How to use it well:
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Keep add-ons under a psychological price point (low-risk items)
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Make them relevant to the main purchase
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Limit choices to avoid overwhelm
6. Highlight value, not pressure
Design matters more than discounts
Increasing AOV isn’t about aggressive upselling — it’s about clarity and design.
Customers are far more likely to spend more when:
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They clearly understand the value
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The next step feels easy
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The offer feels helpful, not pushy or too 'salesy'
Subtle prompts, thoughtful placement, and clear messaging outperform loud pop-ups every time.
Bringing it together
You don’t need complex funnels or heavy discounting to increase average order value.
Start with:
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A clear free shipping threshold
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One or two smart bundles
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Relevant product recommendations
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Gentle incentives to buy more
Even small improvements can compound quickly — especially when your store is designed to guide customers naturally toward higher-value purchases.
Tips:
Look at your current average order value and ask:
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What’s one small thing I could add that makes buying more feel easier or more valuable?
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Where might customers be hesitating — and how can I support that moment?
When your store works with your customer’s buying behaviour (not against it), increasing AOV becomes a natural by-product — not a forced tactic.
