How to increase average order value: Proven Tactics for Shopify

Boosting your average order value is all about encouraging customers to add a little more to their cart before they check out. The most successful Shopify stores master this by weaving in smart tactics like product bundles, timely upsells, and irresistible free shipping thresholds. These aren't huge, complicated changes, but they can make a massive difference to your revenue without you having to spend a dime more on ads.

Why AOV Is Your Secret Weapon for Profitability

Let's be real—getting new customers in the door is tough, and the costs are only going up. While most Shopify store owners are laser-focused on traffic and conversion rates, they often miss the single most powerful lever for profitable growth: Average Order Value (AOV).

This isn't just another vanity metric to track on your dashboard. Think of AOV as your secret weapon. It multiplies the value of every single customer you’ve already worked so hard to attract.

Focusing on how to increase AOV means you're working smarter, not harder. Instead of burning more cash on ads to chase down new visitors, you can generate significantly more revenue from shoppers who are already on your site, with their credit cards in hand. Even a tiny lift in AOV can have an outsized impact on your bottom line.

The Real-World Math of Higher Order Values

It really comes down to simple math. A 10% bump in traffic might land you a few more sales, sure, but it also inflates your customer acquisition costs. On the other hand, a 10% increase in your AOV adds pure profit directly to your existing sales, with zero extra marketing spend. This immediately juices your return on ad spend (ROAS) and sets you up for a much healthier customer lifetime value (CLV).

Imagine this: a customer is about to buy a $75 product. With a simple, relevant suggestion, they add a $15 accessory. Just like that, you've achieved a 20% AOV increase from one low-effort interaction. This is where strategy meets profit.

By concentrating on visitors who already want to buy from you, the path to increased revenue is much shorter. You're not trying to convince a stranger; you're simply helping an interested shopper discover more value.

Automated emails are a perfect example of this principle in action. They make up just 2% of total email volume but are responsible for an incredible 37% of all email-generated sales. For your Shopify store, this could be a browse abandonment email that not only reminds a customer of that $50 item they were eyeing but also shows a 'frequently bought together' suggestion for a $30 add-on. That’s an instant AOV boost. You can discover more insights about email marketing statistics on inboxally.com.

This guide is your complete playbook for unlocking that hidden revenue. We’re skipping the fluff and diving straight into the practical, actionable steps you can implement today. You'll learn exactly how to turn those small cart additions into substantial, sustainable growth for your business.

Your AOV-Boosting Toolkit at a Glance

To give you a quick overview of what's coming, here’s a breakdown of the core strategies we'll cover. Each one targets a different customer behavior, but they all lead to the same goal: a higher average order value.

Strategy	Primary Benefit	Implementation Effort
Product Bundles	Increases perceived value and moves more units.	Low-to-Medium
Upsells & Cross-Sells	Suggests relevant, higher-value items at key moments.	Low
Free Shipping Thresholds	Motivates customers to add more to their cart.	Low
Tiered Discounts	Rewards customers for spending more per order.	Medium
Post-Purchase Offers	Captures a second sale immediately after the first.	Low-to-Medium
Loyalty Programs	Encourages repeat purchases and higher lifetime value.	Medium

Think of these as the tools in your Shopify toolbox. Some are quick wins you can set up in an afternoon, while others are longer-term strategies. The key is to find the right mix that works for your store and your customers.

Crafting Irresistible Bundles and Tiered Offers

If you're still relying on single-item sales, you're leaving money on the table. It’s time to move beyond simply hoping customers add more to their cart and start strategically guiding them with offers they can't refuse. Product bundles and tiered discounts are your best friends here.

Why do they work so well? Because they shift the customer's focus from cost to value. A bigger purchase suddenly feels like a smarter, more satisfying decision. The goal is to make your customer feel like they’ve won—not like they’ve been upsold.

The Psychology of a Smart Bundle

Bundling isn't about randomly throwing products together and slapping a discount on them. It’s about thoughtful curation. You’re essentially acting as a personal shopper, saving your customer time and mental energy by presenting a complete solution. That convenience is a massive value-add.

I've seen a few approaches work wonders for Shopify stores:

• Pure Bundles: Think of this as creating an exclusive kit. The products inside are only available together, making the bundle feel special. A skincare brand could offer a "Glow Up Kit" with a cleanser, serum, and moisturizer at a price that's obviously better than buying each one alone.

• Mix-and-Match Bundles: This is my personal favorite because it gives customers control. You see it all the time with apparel stores—"3 Tees for $60" is a classic for a reason. Shoppers feel like they're personalizing their own deal, which almost always nudges them toward a higher spend.

• "Add-On" Bundles (Buy X, Get Y): This one is pure genius. Someone's buying a new camera? Offer them a memory card and a case at a 50% discount at checkout. The add-on feels like an exclusive, low-cost bonus they'd be silly to pass up.

Of course, none of this works without the right pricing. Nailing your winning bundle pricing strategy is absolutely critical. The savings have to be clear and immediate, or the whole thing falls flat.

Using Tiered Discounts to Set Spending Goals

Where bundles are about product curation, tiered offers are about creating spending incentives. You're giving your customers a clear target to hit, almost turning the shopping experience into a mini-game. They're motivated to add just one more thing to their cart to unlock a better deal.

This tactic is incredibly effective because it directly answers the shopper's silent question: "What's in it for me?"

A great tiered offer creates a psychological anchor. A customer who came to spend $80 will happily push their cart to $100 just to snag a 15% discount. In their mind, they’ve just outsmarted the system.

Here’s how you can frame these offers with copy that actually gets clicks:

Offer Structure	Example Copy for Your Site
Percentage Discount	"Spend $100, Save 15%!" or "Unlock 20% Off All Orders Over $150."
Dollar Amount Discount	"Get $20 Off When You Spend $120 or More."
Free Gift with Purchase	"Spend $75 and Get Our Bestselling Lip Balm for FREE!"

You need to put these offers everywhere. Don't hide them. Splash them across your homepage banner, on product pages, and especially in the shopping cart.

Honestly, a simple message like, "You're only $17 away from free shipping!" is one of the most powerful AOV-boosters I've ever seen. It transforms a simple transaction into a rewarding challenge right before they pay.

Smart Upsells and Cross-Sells: The Art of the Gentle Nudge

Product bundles are a great way to anchor a higher price point, but some of the biggest and easiest AOV wins come from a much subtler approach: in-the-moment suggestions. This is where upselling and cross-selling shine. When you get it right, it doesn't feel like a pushy sales pitch. It feels like you're a helpful expert, guiding your customer to the perfect solution.

The secret ingredient here is timing. A perfectly timed offer can turn a standard purchase into something bigger and better for the customer. It's all about understanding where they are in their buying journey and nudging them toward a more complete experience.

Pre-Purchase Offers That Actually Add Value

First, let's clear up the terms. An upsell is when you encourage a customer to buy a better, more premium version of what they're already looking at. Think of it as an upgrade. A cross-sell is about suggesting complementary items that make the original product even better.

One of the most powerful ways to do this on your Shopify store is with a "Frequently Bought Together" section right on your product pages. It's a classic for a reason—it works.

Let’s say someone is eyeing a new espresso machine. You look at your data and see that 70% of people who buy that machine also buy a specific brand of coffee beans and a milk frothing pitcher in the same order. By displaying those items together with a simple "Add All to Cart" button, you’re not just selling; you’re being incredibly helpful. You save the shopper a ton of time and give them confidence in their decision.

The shopping cart is another prime spot for a gentle suggestion. A small, low-friction recommendation here can make a huge difference.

• Buying a yoga mat? "Don't forget the essentials! Add our top-rated Yoga Block for just $15."

• Purchasing a winter coat? "Complete the look with our matching waterproof gloves."

The key is that these suggestions should feel like a natural add-on, not a whole new buying decision. Keep them low-cost relative to what's already in the cart.

The Real AOV Heavy-Hitter: Post-Purchase Upsells

While pre-purchase offers are solid, the undisputed champion for boosting AOV without any friction is the post-purchase upsell. This is a one-click offer you show customers on the thank-you page, right after they've completed their main purchase.

Why is this so powerful? Simple. You've removed all the barriers. They've already put their trust in you and handed over their payment details. They’re feeling good about their purchase, and saying "yes" to one more relevant item is an easy, almost impulsive decision.

The beauty of a post-purchase offer is that it carries zero risk to the initial conversion. The first sale is already in the bag. This follow-up is pure, incremental revenue you would have otherwise missed entirely.

Imagine a customer just bought a new pair of running shoes. On the order confirmation page, you hit them with a one-time offer: "Wait! Add a 3-pack of our moisture-wicking running socks for 25% off. Click here to add to your order—no need to re-enter payment info." This is incredibly effective because the offer is hyper-relevant and the action required is practically zero.

For those in more unique niches, like crowdfunding, the same principles apply. Understanding successful post-campaign upselling strategies can be a game-changer for increasing the average pledge value after the main campaign has ended.

How to Get This Running on Your Shopify Store

You don't need to be a developer to get these strategies up and running. The Shopify App Store is your best friend here, with tons of great tools built for exactly this purpose.

Here are a few types of apps you should look for:

• In-Cart Upsell Apps: These let you create smart offers that pop up in the cart drawer or on the cart page, triggered by what the customer has added.

• Post-Purchase Upsell Apps: These specialize in those one-click offers on the thank-you page. The best ones give you great analytics to see what’s working.

• "Frequently Bought Together" Apps: These apps do the heavy lifting for you by analyzing your sales data to automatically suggest product pairings that are proven winners.

My advice? Start with just one. A post-purchase upsell is often the fastest win with the least risk. Set it up, watch your numbers, and see what your customers respond to. From there, you can start testing and refining your offers. This cycle of testing and optimizing is how you truly master the art of the upsell.

Make Free Shipping and Loyalty Programs Work for You

Let's be honest, some of the best ways to get customers to spend more aren't complicated sales funnels. They're often the simplest psychological wins: the thrill of getting something for free and the feeling of being a valued customer. This is where free shipping thresholds and loyalty programs shine.

When you nail these strategies, everybody wins. Your customers feel smart for getting a great deal, and you see a real, tangible bump in your average order value. It’s all about giving shoppers a compelling reason to add just one more thing to their cart.

Dial in Your Free Shipping Threshold

We’ve all been there: you get to checkout, see the shipping cost, and immediately close the tab. Unexpected shipping fees are the number one reason people abandon their carts. But what if you could turn that biggest pain point into your most powerful AOV booster?

The trick is setting a threshold that feels like a reachable goal, not an impossible leap. Set it too high, and shoppers won't even try. Set it too low, and you're just eating into your margins. The sweet spot I've found is usually 15-20% above your current AOV.

So, if your store’s AOV is hovering around $80, setting your free shipping threshold at $100 is the perfect move. It nudges the customer to find a small $20 item to tip them over the edge—an easy "yes" for most people.

The real power of a shipping threshold is its in-the-moment clarity. A simple, dynamic banner at the top of your site saying, "You're only $18 away from free shipping!" gamifies the experience. It becomes a challenge the customer actually wants to win.

Make sure that message follows them around. It should be on your homepage, product pages, and especially right there in the shopping cart. This constant, helpful reminder keeps the goal front and center, encouraging a bigger spend right at the moment of decision.

Create a Loyalty Program That Pays Them Back

While free shipping is a fantastic one-off incentive, a solid loyalty program is how you grow AOV and keep customers coming back for the long haul. It's about making your best customers feel seen and giving them every reason to shop with you instead of a competitor.

You don't need anything overly complex. A simple points-for-purchase system is usually the most effective and easiest to get running with apps like Smile.io or Yotpo. Customers earn points for every dollar spent, which they can cash in later for discounts, freebies, or other perks.

Here are a few reward models that consistently get results:

• Tiered Rewards: Set up different membership levels (think Bronze, Silver, Gold). As a customer's lifetime spend increases, they unlock better perks like earning points faster or getting early access to sales. This makes shopping feel like a game and motivates people to spend more to hit that next level.

• Straight-Up Discounts: This is the classic for a reason. Offer a clear value exchange, like 500 points = $5 off. It’s easy to understand and gives customers a tangible reward to work toward.

• Exclusive Products: Want to make your members feel like insiders? Offer special products or early access to new drops that can only be bought with points. This creates a real sense of exclusivity and turns your program into a VIP club people want to be a part of.

For any program to work, you have to promote it relentlessly. Announce it to your email list, stick it in your main navigation, and mention it in your post-purchase follow-ups. The more people see it, the more they’ll engage. A loyal customer isn't just someone who buys again; they're an advocate who proudly and consistently spends more with you.

Putting Your AOV Growth on Autopilot with Email

The strategies we've talked about—like bundling and smart upsells—are fantastic. But the real game-changer is when you plug them into your store’s most powerful engine: email automation. This is how you stop chasing one-off sales and start building a system that consistently boosts your average order value, 24/7.

Good email marketing isn't about spamming your list with generic promotions. It’s about sending the right message at the right time. When you use customer data correctly, every automated email feels less like an ad and more like a helpful recommendation, guiding shoppers toward a bigger, more valuable cart.

The 3 Core Email Flows for Boosting Order Value

You don't need dozens of complicated automations to make a real impact. If you're a busy Shopify merchant, just focus on these three high-leverage email flows. They're designed to catch customers at just the right moment and encourage them to spend more.

1. The Welcome Series: Set the Bar High from Day One

Your welcome email is the most opened email you will ever send. Don't waste that attention on a generic 10% off coupon. Instead, use this prime real estate to introduce a tiered offer that immediately encourages a higher spend.

Think about it like this:

• Spend $75, get 10% off.

• Spend $100, get 15% off.

• Spend $150, get 20% off.

This simple tweak completely reframes the conversation. You’re not just offering a discount; you’re giving new subscribers a clear path to getting more value, incentivizing them to build a bigger first order right from the start.

2. The Abandoned Cart Flow: Recover and Expand the Sale

When a customer abandons a cart, your first priority is getting them back. Your second priority should be making that sale even bigger. The first email in your sequence can be a simple, friendly reminder. But by the second or third email, it's time to introduce a strategic cross-sell.

Let's say a shopper left a pair of running shoes in their cart. Don't just ping them with a reminder. Show them the high-performance socks that other runners swear by. A simple line like, "Complete your gear—add these for 15% off," can effortlessly turn a $120 sale into a $140 one.

3. The Post-Purchase Flow: Strike While the Iron is Hot

That moment right after a customer clicks "buy" is pure gold. They trust you, they're excited, and they're highly engaged. Use a post-purchase email to plant the seed for their next purchase.

If they just bought your best-selling face wash, why not follow up a week later and suggest the matching moisturizer? This creates a natural journey for the customer, turning a one-time buyer into a repeat customer who explores more of your product line.

Use Segmentation to Make Your Offers Irresistible

Generic email blasts are the fastest way to get ignored. The real results come from segmentation—slicing up your audience based on their behavior to send hyper-relevant offers they actually want to see.

Here are a few powerful segments to start with:

• First-Time Buyers: They took a chance on you. Now, send them a follow-up offer that introduces them to a popular product bundle. It’s a great way to show them more of what you offer.

• High-Spenders (Your VIPs): Treat them like the rockstars they are. Give them early access to new collections or exclusive discounts that reward their loyalty and keep them coming back.

• One-Time Purchasers: These customers need a little nudge. Target them with a win-back campaign featuring a product that perfectly complements what they bought the first time.

This isn't just theory; it works. Personalization drives higher spending. In fact, research shows that senders using AI-powered personalization achieve an average order value of $145.08, a full 5.2% higher than the $138.00 for those who don't. That 5.2% uplift is a huge deal for any Shopify merchant. You can explore more email marketing statistics in G2's comprehensive research.

This used to be complicated, but tools like Email Wiz are designed to handle the heavy lifting. The platform uses AI to automatically segment your customers, design on-brand email templates, and even write the persuasive copy for you.

Here’s a look at how it automatically generates an on-brand email template, pulling your store's branding directly.

As you can see, the AI instantly pulls your logo, colors, and fonts to create polished, ready-to-send emails that look like they came straight from your design team.

This kind of automation saves you a ton of time and removes the guesswork from building high-converting email flows. It lets you focus on your business while your email marketing works quietly in the background, turning every customer interaction into an opportunity to grow your AOV.

Common Questions About Bumping Up Your AOV

When you start digging into strategies to increase your average order value, a few practical questions always pop up. It’s smart to be asking them. You want to make sure your efforts are actually moving the needle without accidentally tanking other important metrics, like your conversion rate.

Let's walk through the most common questions I hear from Shopify owners so you can move forward and start seeing bigger carts.

What’s a Good Average Order Value for a Shopify Store?

This is the million-dollar question, but the honest answer is: there is no magic number. A "good" AOV is completely relative to what you sell. A store pushing high-end furniture is going to have a wildly different AOV than a shop specializing in stickers or phone cases, and that’s perfectly fine.

Instead of chasing some random industry figure, you’re much better off benchmarking against yourself.

First, figure out your baseline. Just calculate your current AOV (Total Revenue ÷ Number of Orders) over the last 30 or 90 days. Once you have that number, a great goal to shoot for is a 10-15% increase after putting these strategies into play.

Focus on that steady, sustainable growth quarter-over-quarter. That’s a much healthier and more actionable goal than comparing your $50 AOV to a totally different business with a $300 AOV.

How Do I Set a Free Shipping Threshold Without Losing Money?

This is a big one. A free shipping threshold is an incredibly powerful psychological lever, but you’re right to be cautious about your profit margins. The key is to let your own data make the decision, not guesswork.

Here's the simple formula:

1. Calculate your current AOV.

2. Set your free shipping threshold about 15-20% higher than that number.

So, if your store’s AOV is currently $75, setting your free shipping minimum at $90 is a fantastic starting point. It feels totally achievable to the customer, making that "one more item" an easy add to their cart.

Before you go live, do a quick gut check on your numbers. Look at your product profit margins and average shipping cost. Does offering free shipping at that $90 level still leave you with a healthy profit? In almost every case, the boost in total order value more than covers the shipping cost you absorb, but it's always smart to double-check.

Once you've landed on a number, make it impossible to miss. A site-wide banner that dynamically updates—"You're only $12 away from free shipping!"—is one of the most effective tools for nudging customers to a larger cart.

Which AOV Strategy Gives the Quickest Results?

If you're looking for the fastest possible win, your best bets are a free shipping threshold or a post-purchase upsell. Both can be set up in under an hour and often show a measurable lift within the first week.

• Free Shipping Threshold: This is dead simple to configure in your Shopify settings and taps directly into buyer psychology. Nobody likes paying for shipping. It's a huge motivator.

• Post-Purchase Upsells: By using a Shopify app, you can add a one-click offer to your thank-you page. This is a zero-friction way to add revenue because the customer has already entered their payment info and is still in a peak buying mood.

While bigger strategies like building a loyalty program are fantastic for long-term growth, these two tactics deliver the most immediate impact with the least amount of heavy lifting.

Will Trying to Increase AOV Hurt My Conversion Rate?

This is a really important concern. The short answer is no, it shouldn't—as long as your approach is centered on adding genuine value for the customer.

Where stores go wrong is when their tactics become aggressive, pushy, or irrelevant. A bunch of annoying, unrelated pop-ups will absolutely nuke your conversion rate and just tick people off. But helpful, relevant offers? They actually improve the customer experience.

Think about it from their perspective:

• A bundle that saves them money on products they were likely to buy anyway is a win.

• A reminder that they're close to unlocking free shipping is helpful.

• A relevant accessory that makes their main purchase better is a valuable suggestion.

The absolute key here is relevance. Always keep an eye on your data as you roll out new offers. A/B test your upsells and shipping thresholds to find that sweet spot that maximizes your AOV without causing your overall conversion rate to dip. When you focus on creating real value, you’ll find that AOV and customer happiness can grow together.

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Ready to put your AOV growth on autopilot? Email Wiz sets up your entire Shopify email marketing channel in about 30 seconds. From smart welcome series with tiered offers to automated cart recovery emails with built-in cross-sells, our AI handles the copywriting, design, and segmentation so you can focus on growing your business. Get started with Email Wiz today.