As an ecommerce business, one key metric that determines marketing success is the average order value. It tells you how much customers are spending on your online shop every time they check out and gives you an idea of what sort of items to bundle together.

According to the latest ecommerce data, the average order value, or AOV, in ecommerce in 2021 so far is £83.60, which is approximately $115.99. This is an 11.07 percent decrease from 2020’s average order size per customer and the lowest in six years.

In comparison, there was just a 3.68 percent fall from 2017 to 2018.

This is likely a result of the coronavirus pandemic, which has driven consumers’ confidence downwards and forced them to cut back on expenditure. 

In fact, the average order value aside, the average sale price of an item has also fallen from £43.80 to £39.51, or approximately $60.77 to $54.82, a 9.78 percent reduction.

From 2015 to 2021, the highest average order value in ecommerce was registered in 2017, where the online shoppers spent around £95.26 (or $132.14) per internet purchase. 

Don’t wait for someone else to do it. Hire yourself and start calling the shots.

Get Started Free

Average Order Value by Products

To understand how well your store is performing, we need to take a more in-depth look at its category.

The AOV in ecommerce varies from category to category. Items with the highest average value per visitor in 2021 are in the baby and child category. Consumers buying baby and child products online spend an average of £206.01, or $285.77, per checkout. 

Despite having the highest average order size across all categories, the average checkout for these products has actually taken a big hit, falling 21.90 percent from 2020.

Cars and motorcycling products are second on the list. Online buyers typically spend £113.14 (approximately $156.93) on an order in this category. These products saw the biggest growth in average order value from 2020 to 2021, increasing by 20.20 percent.

Pet care products have the third-highest average order size of £108.82, or $150.94. This category fell from 2020 to 2021, by 10.72 percent. 

Electrical and commercial equipment comes next with an average value per visitor of £102.07, or $141.57, followed by sports and recreation with £98.37, or $136.44.

Want to Learn More?