Average Order Value (AOV) is an important metric for ecommerce brands because it’s one of the few you can actually control. By boosting AOV, you can increase your brand’s total revenue without incurring more customer acquisition costs. UX decisions, like adding personalized upsell recommendations at checkout or integrating social proof in the form of reviews, can directly influence AOV.

As of 2025, the average AOV was $153 for United States-based ecommerce brands. The industries with the highest AOV are jewelry ($436) and furniture ($253). In addition to industry, another major factor affecting AOV is the number of monthly unique purchases per visitor; stores that see repeat visits tend to have lower AOV.

As mentioned in the introduction, boosting AOV is one of the most direct and cost effective ways to boost your revenue. A simple example is offering free shipping for orders above a certain threshold. If your brand’s AOV is $45 and you start offering free shipping for orders above $50, up to 93% of customers will start adding more to their carts to meet the minimum.

A consumer skincare brand increased their AOV by completely redesigning their post-purchase flow around upselling. The original flow consisted of a standard confirmation email and a shipping notification without any upsells, cross-sells, or product education, despite skincare being one of the industries with the highest potential for upsells due to the products’ consumable nature.

At the start of the 90-day experiment, the skincare brand processed around 8000 orders per month with a $58 AOV. They set the following goals for the experiment:

They used US Tech Automations to roll out updates in four stages. The first stage consisted of redesigning the thank you page to include a one-click personalized “Complete Your Routine” offer that recommended complementary products based on what the customer ordered. The second stage overhauled the post-purchase email to recommend the top complementary product with a discount and some information about why it paired well with the order. The third stage implemented SMS messaging for users who opted in, offering them a similar discount. Finally, the fourth stage added a post-delivery email recommending more products to build a full skincare routine.

Personalization and removal of friction. The upsells were clearly related to customers’ original purchases, so they felt more like personalized recommendations. Customers felt like they had been helped, not “sold to,” which increases trust and lowers resistance.

The one-click offer on the thank you page as well as the curated recommendations in the emails and SMS messages removed friction from the process, helping customers avoid having to re-enter payment information or think too hard about what to buy next.

Per the original numbers, the brand made $464,000 a month. Even assuming the same 8000 total orders each month, which is conservative given the increase in repeat purchases, this experiment had a significant impact.

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