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 November 2021, the average order value (or AOV) in ecommerce is £88.80, which is approximately $117.08. This is a 12.5 percent increase from 2020’s average order size per customer and a slight rebound following falling numbers.

In comparison, there was a 13.19 percent fall from November 2019 to November 2020. This is likely a result of the coronavirus pandemic, which drove 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 increased from £38.81 to £46.00, or approximately $51.19 to $60.68 – an 18.54 percent rise 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 £94.75 (or $124.93) 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 £153.70, or $202.73, per checkout. 

The average checkout value of these products is, however, a slight 2.80 percent year-over-year decrease from 2019’s £158.13 (around $208.66).

Cars and motorcycling products are second on the list. Online buyers typically spend £135.09 (approximately $178.26) on an order in this category. These products saw a 2.77 percent growth in average order value from 2020 to 2021.

Products in the food and drink category have the third-highest average order size of £105.26, or $138.90. This category rose slightly from 2020 to 2021, by 4.11 percent. 

Toys, games, and collectibles come next with an average value per visitor of £93.81, or $123.81, followed by pet care with £93.31, or $123.81.

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