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 2020 came in at £81.22, which is approximately $110.44. This is an 11 percent decrease from 2019’s average order size per customer and the lowest in five years.

In comparison, there was just a 2.4 percent fall from 2018 to 2019.

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 £42.57 to £39.25, or approximately $57.89 to $53.37, a 7.8 percent reduction.

From 2014 to 2020, the highest average order value in ecommerce was registered in 2017, where the online shoppers spent around £94.29 (or $128.22) 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 2020 are in the baby and child category. Consumers buying baby and child products online spend an average of £158.16, or $215.07, per checkout. 

Despite having the highest average order size across all categories, the average order value for these products has actually taken a big hit, falling 19.21 percent from 2019.

Cars and motorcycling products are second on the list. Online buyers typically spend £132.34 (approximately $179.96) on an order in this category.

Arts and crafts have the third-highest average order size of £108.63, or $147.68. This is the category with the biggest increase from 2019 to 2020, rising by a whopping 26.56 percent. It also has the highest ecommerce conversion rates.

The food and drink category comes next with an average value per visitor of £101.07, or $137.40, followed by sports and recreation with £88.99, or $120.98.

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