Shopify AOV Benchmarks by Industry: Where Does Your Store Stand?

"Is my AOV good?" That's the wrong question. The right question is: "How much room do I have to improve?" AOV benchmarks give you the context to answer that. They show you where your store stands compared to your industry, your store size, and your traffic sources.

This page covers average order value by industry for 2026, AOV by store size, AOV by traffic source, and one crucial relationship most merchants misunderstand: the connection between AOV and conversion rate. Let's see where you stand.

Keep in mind: industry averages are a starting point, not a ceiling. A $55 AOV in a $90 industry means opportunity. A $120 AOV in an $85 industry means you're doing something right. Either way, the goal is to keep improving.

Overall Shopify AOV in 2026

The average order value across all Shopify stores in 2026 is approximately $85-$95.

This number has been rising steadily. More stores are adopting upselling tools, free shipping thresholds, and post-purchase funnels. Each of these strategies pushes AOV upward across the platform.

A few important data points:

• Desktop AOV is consistently 15-25% higher than mobile AOV. Desktop buyers tend to add more items per order.
• The top 20% of Shopify stores have an AOV above $120.
• The bottom 20% sit below $50.
• The gap between top performers and average stores is widening. Stores that invest in AOV strategies pull ahead fast.

The overall Shopify average gives you a starting reference. But your industry benchmark is much more relevant. A $70 AOV is excellent for food and beverage. It's below average for electronics. Context matters.

AOV Benchmarks by Industry (2026)

This is the table most people come here for. Here are the shopify average order value benchmarks broken down by industry for 2026.

A few things stand out.

Electronics and jewelry lead because per-item prices are naturally high. A single laptop or ring can push AOV above $150.

Food and beauty sit lower because individual product prices are small. But they have high repeat purchase rates. Bundling and volume discounts work especially well in these categories.

Remember: these are averages. Individual store performance varies widely based on product mix, pricing, and upselling strategies. A skincare store that bundles well can easily exceed the $75 average.

AOV by Store Size

Bigger stores tend to have higher AOV. That's not surprising. They've had more time to implement upselling strategies, build product bundles, and optimize their cart experience.

Here's how average order value breaks down by monthly order volume.

Notice the pattern. Stores under 100 orders per month average $55-$70. Stores above 1,000 orders average $95-$130+. That's nearly double.

The difference isn't just product pricing. It's strategy. Bigger stores have implemented free shipping thresholds, product recommendations, cart drawer optimization, and post-purchase funnels. Each layer adds to AOV.

If you're a smaller store, this is actually good news. It means there's a clear path to improvement. The strategies that bigger stores use are available to you today.

AOV by Traffic Source

This is a hidden gem that most AOV benchmark articles skip. Where your traffic comes from directly affects how much those visitors spend.

Look at the difference. Email subscribers spend $95-$120 per order. Social media visitors spend $50-$75. That's nearly double the AOV from email.

Why? Email buyers already know your brand. They trust you. They're often returning customers. They're more likely to add multiple items and explore your catalog.

Social media buyers often land on a single product from an ad. They buy that one thing and leave. That's why social traffic tends to produce lower AOV.

What does this mean for you? If you're spending a lot on social ads, your overall AOV might look low. That doesn't mean your store is underperforming. It means your traffic mix is skewing the number. Look at AOV by traffic source separately, and you'll get a more accurate picture.

The AOV-Conversion Rate Relationship

Here's something most merchants don't understand. Higher AOV stores often have lower conversion rates. And that's completely normal.

The relationship is inverse. As AOV rises, fewer visitors convert. But each conversion is worth more. The math still works in your favor.

Let's compare two stores:

• Store A: $120 AOV, 1.5% conversion rate, 10,000 visitors = $18,000/month
• Store B: $50 AOV, 3.5% conversion rate, 10,000 visitors = $17,500/month

Store A makes more money with a "worse" conversion rate. Why? Because each order is worth so much more that the lower volume doesn't matter.

The metric that captures both is Revenue Per Visitor (RPV).

Store A: $120 x 1.5% = $1.80 RPV

Store B: $50 x 3.5% = $1.75 RPV

Store A wins. If your RPV is going up, your store is performing better overall. Even if your conversion rate dips slightly.

Here's the warning sign: if your AOV increases but RPV drops, it means conversion rate fell too much. Always watch both numbers together. Never optimize one metric in isolation.

How to Find Your AOV in Shopify Analytics

Finding your shopify average order value takes about 30 seconds. Here's exactly where to look.

Step 1: Open Your Analytics Dashboard

Go to Shopify Admin and click on Analytics. The overview dashboard shows your average order value for the selected date range right on the main screen.

Step 2: View the Detailed Report

For a deeper look, go to Analytics and then Reports. Select "Average order value over time." This shows you daily, weekly, or monthly AOV trends. Trends matter more than snapshots.

Step 3: Calculate Manually If Needed

You can also calculate it yourself. Find "Total sales" and "Total orders" for the same date range. Divide total sales by total orders. That's your AOV.

Which Date Range to Use

Last 30 days gives you a current snapshot. Last 90 days gives you a more stable baseline that accounts for seasonal changes. Use 90 days when setting improvement targets.

For even deeper insights like cart value distribution, items per cart, and daily AOV trends by product category, third-party analytics tools provide more detail than Shopify's defaults.

Your Own History Is the Most Important Benchmark

After seeing all the benchmark data above, here's the most important number: YOUR AOV 3 months ago vs YOUR AOV today.

If your AOV is trending up, your strategies are working. Keep going. Double down on what's driving the increase.

If your AOV is flat or declining, it's time to act. Even one strategy from the list above can reverse the trend. Start with a free shipping threshold. It takes a day to set up and produces results within weeks.

Realistic Improvement Targets

A 10-15% AOV improvement in the first 3 months of active optimization is realistic for most stores. That means if your AOV is $65 today, reaching $72-$75 in 3 months is achievable.

Quick wins come first. Free shipping thresholds and FBT widgets can produce 5-10% improvement within weeks. Add cart drawer optimization and post-purchase funnels for another 5-15% over the following months.

Celebrate progress relative to YOUR baseline. Not industry averages. A store that grows AOV from $48 to $60 has improved by 25%. That's a major win regardless of what the industry average says.

Growth Suite's Cart Insights Report gives you daily AOV trends, cart value distribution, and average items per cart. It's the story behind your numbers, deeper than Shopify's default analytics. You'll see exactly which products drive the highest carts, how your AOV changes day by day, and where the biggest opportunities are.