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 in June 2021, the average order value (or AOV) in ecommerce is £83.27, which is approximately $113.48. This is a 19.77 percent increase from 2020’s average order size per customer and a rebound following falling numbers.

In comparison, there was just a 19.59 percent fall from June 2019 to June 2020. 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 also fell from £40.61 to £29.71, or approximately $55.35 to $40.49 – a 26.85 percent reduction over the same one-year period.

From 2015 to 2021, the highest average order value in ecommerce was registered in 2017, where the online shoppers spent around £101.27 (or $138.01) per internet purchase. 

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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 £154.00, or $209.88, per checkout. 

Aside from having the highest average order size across all categories, the average checkout for these products has also risen significantly – 113.10 percent in just one year.

Cars and motorcycling products are second on the list. Online buyers typically spend £128.02 (approximately $174.46) on an order in this category. These products, however, saw a 2.66 percent fall in average order value from 2020 to 2021.

Products in the arts and crafts category have the third-highest average order size of £110.98, or $151.23. This category dipped slightly from 2020 to 2021, by 2.19 percent. 

Food and drinks come next with an average value per visitor of £104.08, or $141.85, followed by pet care with £101.09, or $137.76.

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