# Average order value in ecommerce in 2026, formula, benchmarks and ways to raise it

> Average order value explained, with the formula, 2026 benchmarks for France, the UK and Shopify stores, and ways to raise it.

By Amber Doyon, web writer at [Hikoo](https://www.tryhikoo.com/en/?utm_source=storeplatforms.com&utm_medium=average-order-value). Updated 2026-11-03. Store Platforms, https://storeplatforms.com/en/average-order-value

## Key takeaways

- Average order value is revenue divided by the number of orders. Fevad puts the French online basket at 62 euros for 2025, down 3%, and IRP Commerce measured 133.12 pounds for UK and Irish merchants in September 2026, up 4.56%.
- Benchmarks from different sources do not match. Shopify reports a 114.70 dollar average cart over Black Friday Cyber Monday 2025, while BPCE found 76 euros for online purchases in France during Black Week 2025.
- IRP Commerce shows how far sectors differ, from 52.90 pounds in health and wellbeing to 871.49 pounds in baby and child in September 2026, so compare yourself with your own category.
- A higher basket is not always more profit. With a 40% gross margin, a sitewide 10% discount needs a basket 33% larger to earn the same gross margin per order.
- Baymard Institute finds that extra costs are the top fixable reason for abandonment, at 40%, which makes free shipping thresholds and early cost display the first levers to test.

Average order value is the revenue your store earns divided by the number of orders. Fevad puts the average online basket in France at 62 euros for 2025, down 3%, while IRP Commerce measured 133.12 pounds for UK and Irish merchants in September 2026.

## Key average order value figures for 2026

The figures below are the latest published values we found, with their scope and period. They come from a trade federation (Fevad), a bank (BPCE), a market data platform (IRP Commerce), Shopify, which is ranked in our [platform comparison](/en/best-ecommerce-platforms), and Salesforce. Each source counts differently, so read the scope column before comparing two rows.

| Indicator | Value | Scope | Period | Source |
|---|---|---|---|---|
| Average online basket | 62 euros, down 3% | France, products and services | 2025 | [Fevad](https://www.fevad.com/bilan-du-e-commerce-en-france-les-francais-ont-depense-pres-de-200-milliards-deuros-sur-internet-en-2025/) |
| Online transactions | 3.2 billion, up 10% | France, products and services | 2025 | Fevad |
| Online sales | 196.4 billion euros, up 7% | France, products and services | 2025 | Fevad |
| Average basket, online and in store | 62 euros, with 76 euros online and 54 euros in store | France, 10 sectors | Black Week, November 24 to 28, 2025 | [BPCE](https://www.groupebpce.com/en/economic-research/black-friday-2025-highly-favored-by-senior-citizens/) |
| Average cart price | 114.70 dollars (112.29 dollars at constant currency) | Shopify merchants worldwide | Black Friday Cyber Monday weekend 2025 | [Shopify](https://www.shopify.com/news/bfcm-data-2025) |
| Average order value | 133.12 pounds, up 4.56% from 127.32 pounds | UK and Irish B2C merchants on IRP | September 2026 | [IRP Commerce](https://www.irpcommerce.com/en/gb/ecommercemarketdata.aspx) |
| Average sale price of an item | 72.09 pounds, up 14.61% from 62.90 pounds | UK and Irish B2C merchants on IRP | September 2026 | IRP Commerce |
| Revenue per session | 1.84 pounds | UK and Irish B2C merchants on IRP | September 2026 | IRP Commerce |
| Average selling price | Up 6% | Salesforce data, 18 markets | Cyber Week 2025 | [Salesforce](https://investor.salesforce.com/news/news-details/2025/Salesforce-Data-AI-and-Agents-Propel-Cyber-Week-to-Record-336-6B-in-Global-Spend/default.aspx) |
| Average cart abandonment rate | 70.22% | Average of 50 studies | Last updated September 22, 2025 | [Baymard Institute](https://baymard.com/lists/cart-abandonment-rate) |

## What is average order value and how do you calculate it?

Average order value (AOV) equals revenue divided by orders over the same period. IRP Commerce publishes it with exactly that definition, and it is the number most stores see in their analytics dashboard.

![IRP Commerce benchmark table, September 2026, with average order value at 133.12 pounds and conversion rate at 1.97%](https://storeplatforms.com/images/aov/irp-uk-ecommerce-benchmarks.webp "IRP Commerce's benchmark table for UK and Irish B2C merchants, September 2026 against September 2025. Source: IRP Commerce, page viewed on 2026-11-03")

To get your own figure, follow these steps.

1. Pick a period long enough to smooth out promotions, such as the last 90 days.
2. Take net revenue for that period, after discounts and refunds. Decide whether shipping and taxes stay in, and keep the same rule every time.
3. Count the orders placed in the same period, excluding cancelled ones.
4. Divide revenue by orders.

A store that took 29,760 euros in 480 orders has an average order value of 62 euros, which happens to match the French average Fevad reports. As a sanity check on that national figure, 196.4 billion euros divided by 3.2 billion transactions gives 61.4 euros, a calculation from Fevad's rounded numbers.

Do not confuse AOV with its neighbors. Average selling price divides revenue by units sold, and IRP Commerce measured 72.09 pounds for it in September 2026. Dividing 133.12 pounds by 72.09 pounds gives about 1.85 items per order, our calculation from IRP's two published values. Revenue per session, which IRP put at 1.84 pounds, combines order value with conversion rate, so it is the better check on whether a bigger basket really paid off.

## What is a good average order value in 2026?

A good average order value is one at or above the benchmark for your country and sector that still leaves a margin after the cost of serving the order, so there is no universal target. Published averages differ because their scope differs. Fevad puts the French online basket at 62 euros for 2025, across products and services. BPCE L'Observatoire measured 62 euros during Black Week 2025, with 76 euros online and 54 euros in stores. Shopify reports a 114.70 dollar average cart for its merchants over the 2025 Black Friday Cyber Monday weekend, or 112.29 dollars at constant currency. IRP Commerce measured 133.12 pounds for UK and Irish merchants on its platform in September 2026. Compare your result only with a benchmark that shares your country, sector and period.

### How does average order value differ between sectors?

Sector changes the number more than any single benchmark suggests. IRP Commerce published average order values by sector for September 2026, from merchants on its own platform.

| Sector (UK and Ireland) | Average order value, September 2026 | September 2025 |
|---|---|---|
| Baby and child | 871.49 pounds | 671.04 pounds |
| Cars and motorcycling | 243.95 pounds | 219.82 pounds |
| Arts and crafts | 128.40 pounds | 120.37 pounds |
| Food and drink | 122.23 pounds | 138.23 pounds |
| Sports and recreation | 103.29 pounds | 102.19 pounds |
| Pet care | 88.92 pounds | 114.82 pounds |
| Fashion clothing and accessories | 88.28 pounds | 90.16 pounds |
| Toys, games and collectables | 65.54 pounds | 72.07 pounds |
| Kitchen and home appliances | 57.74 pounds | 52.21 pounds |
| Health and wellbeing | 52.90 pounds | 56.71 pounds |

The spread runs from 52.90 pounds to 871.49 pounds, so a fashion store at 88 pounds is in line with its sector, not behind the market average. IRP's sample is the merchants on its platform, and a single month can move a sector by 20% or more, as in pet care, so treat one month as a reading and not a trend.

## Why did the average basket fall in France while UK order values rose?

French baskets shrank because shoppers chased low prices, while UK merchants measured by IRP saw higher prices per item. Fevad reports that the average basket fell 3% to 62 euros in 2025, with products down 4% because of what it calls the search for small prices, and services down 3%. At the same time transactions rose 10% to 3.2 billion, from 2.9 billion in 2024, so French shoppers bought more often and spent less each time. In the UK, IRP measured the average sale price of an item at 72.09 pounds in September 2026, up 14.61% from 62.90 pounds, and the average order value rose 4.56%. Salesforce also found average selling prices up 6% across Cyber Week 2025, while order volumes grew only 2% worldwide.

![Fevad key figures for 2025, with 196.4 billion euros in sales and a 62 euro average basket](https://storeplatforms.com/images/aov/fevad-2025-key-figures.webp "Fevad's key figures for 2025, published February 11, 2026. Source: Fevad, page viewed on 2026-11-03")

The two datasets do not share a method, so they cannot be subtracted from one another. The US side adds a mix effect. Between November 1 and December 1, 2025, the [share of units sold](https://news.adobe.com/news/2025/12/adobe-cyber-monday-hits-record) for the most expensive goods rose 19% according to Adobe, and 54% in electronics, because deep discounts pulled shoppers toward higher-ticket items.

## Does a higher average order value mean higher profit?

Not by itself. A bigger basket helps when the extra revenue carries margin, and it hurts when you buy it with discounts. Take a store with a 62 euro basket and a 40% gross margin, which earns 24.80 euros of gross margin per order. If it gives 10% off the whole basket to push people to spend more, each euro of sales keeps 30 cents of margin instead of 40. The basket must then reach 82.67 euros, 33% higher, just to earn the same 24.80 euros. The formula is margin divided by margin minus discount, here 0.40 divided by 0.30. The 40% margin is our assumption, so run the same calculation with your own.

Fixed payment fees work in your favor as baskets grow. Stripe's US standard rate is [2.9% plus 30 cents](https://stripe.com/pricing), which costs 1.75 dollars on a 50 dollar order, or 3.50%, and 3.63 dollars on a 114.70 dollar order, or 3.16%. In France, Stripe's [1.5% plus 0.25 euros](https://stripe.com/fr/pricing) for standard cards costs 1.18 euros on 62 euros, or 1.90%, and 1.39 euros on 76 euros, or 1.83%. Stripe is ranked in our comparison of [payment gateways](/en/best-payment-gateways-for-ecommerce), which lists the full fee grids.

## How can you increase average order value?

Start with offers that need no extra friction at checkout. None of the sources we found publishes the uplift these tactics deliver, so measure each one in your own store and read revenue per session next to AOV.

### Set a free shipping threshold

A free shipping threshold asks shoppers to add a few items to avoid a fee. Shopify lets you require a [minimum purchase amount](https://help.shopify.com/en/manual/discounts/discount-types/free-shipping) on a free shipping discount, and that amount counts product prices only, never taxes, and counts products at their discounted price. The logic fits what Baymard Institute measured. Among US shoppers who abandoned a cart for a reason other than just browsing, 40% cited extra costs such as shipping, tax and fees, and 12% could not see the total cost up front. For a store whose basket averages 62 euros, a threshold at 75 euros would ask for 13 euros more, or 21%. The threshold is your choice, since no source publishes an ideal level, so test two or three levels. Show it in the cart, and see our guide to [shipping software](/en/best-ecommerce-shipping-software) for carrier rates.

![Shopify Help Center page explaining how a minimum purchase amount works for free shipping discounts](https://storeplatforms.com/images/aov/shopify-free-shipping-minimum-purchase.webp "Shopify's documentation on minimum purchase requirements for free shipping discounts. Source: Shopify Help Center, page viewed on 2026-11-03")

### Offer bundles and buy X get Y deals

Shopify's [buy X get Y discounts](https://help.shopify.com/en/manual/discounts/discount-types/buy-x-get-y) let you require a minimum quantity of items or a minimum purchase amount before the reward applies. Pair a product with a complement at a lower price, and check the margin with the break-even formula above, because the reward is a discount.

### Use minimum spend coupons

WooCommerce coupons support a [minimum spend](https://woocommerce.com/document/coupon-management/), based on the cart subtotal, including tax when the cart displays prices with tax. A coupon valid from 60 euros nudges shoppers who sit just below it. Compare the order value of coupon users with the rest, so you know whether it raises baskets or just gives money away.

### Show the full cost early

Because 12% of shoppers could not see the total cost up front, display shipping and delivery times before the payment step. It protects the baskets you already have, a point our [ecommerce conversion rate guide](/en/ecommerce-conversion-rate) develops with the other abandonment reasons.

## How do you track average order value over time?

Track it monthly, next to conversion rate and revenue per session, and compare the same period year over year. Seasonal peaks distort the picture, as the [Black Friday statistics](/en/black-friday-statistics) show.

1. Record AOV for each month in the same spreadsheet, with the rule you chose for shipping and taxes.
2. Split it by traffic source and by device, since a mobile basket and a desktop basket often differ.
3. Note every promotion and price change, so you can explain each jump.
4. Check revenue per session whenever AOV moves.

If AOV rises while conversion falls, you may simply be selling to fewer, bigger buyers.

## Your next step

Calculate your average order value for the last 90 days, then compare it with the benchmark that matches your country and sector. Next, test a free shipping threshold set a little above that number, and look at revenue per session after two to four weeks.

## Frequently asked questions

### What is average order value?

Average order value (AOV) is the revenue a store earns in a period divided by the number of orders in that period. IRP Commerce defines it exactly that way, as revenue divided by orders. It tells you how much a typical customer spends each time they check out.

### How do you calculate average order value?

Divide net revenue by the number of orders over the same period. A store that took 29,760 euros in 480 orders has an average order value of 62 euros. Decide once whether shipping, taxes and refunds are inside the revenue figure, and keep that rule for every period you compare.

### What is a good average order value for an online store?

There is no single good number. Fevad measured 62 euros in France in 2025, Shopify reports 114.70 dollars for its merchants over Black Friday Cyber Monday 2025, and IRP Commerce measured 133.12 pounds for UK and Irish merchants in September 2026. Compare your result with your own sector and period.

### What is the average basket in France in 2025?

Fevad puts the average online basket in France at 62 euros in 2025, down 3% on 2024. Products fell 4% and services 3%. That figure covers products and services together, so a store selling only fashion or only electronics should expect a different number.

### How can you increase average order value without hurting conversion?

Start with changes that do not add friction, such as a free shipping threshold, a buy X get Y offer or a minimum spend coupon, all available in Shopify and WooCommerce. No source we found publishes the uplift these give, so test each one and watch revenue per session as well as AOV.

### Is average order value the same as average selling price?

No. Average order value is revenue divided by orders, while IRP Commerce defines average selling price as revenue divided by units sold. In September 2026 IRP measured 133.12 pounds and 72.09 pounds, which implies about 1.85 items per order.

## Sources

- [Fevad, Bilan du e-commerce en France, près de 200 milliards d'euros dépensés sur internet en 2025 (February 11, 2026)](https://www.fevad.com/bilan-du-e-commerce-en-france-les-francais-ont-depense-pres-de-200-milliards-deuros-sur-internet-en-2025/)
- [IRP Commerce, Ecommerce market data and benchmarks, September 2026](https://www.irpcommerce.com/en/gb/ecommercemarketdata.aspx)
- [Shopify, merchants generate record-breaking $14.6 billion in Black Friday Cyber Monday sales (December 2, 2025)](https://www.shopify.com/news/bfcm-data-2025)
- [BPCE L'Observatoire, Black Friday 2025, highly favored by senior citizens (December 2025)](https://www.groupebpce.com/en/economic-research/black-friday-2025-highly-favored-by-senior-citizens/)
- [Salesforce, AI and agents propel Cyber Week to record $336.6B in global spend (December 5, 2025)](https://investor.salesforce.com/news/news-details/2025/Salesforce-Data-AI-and-Agents-Propel-Cyber-Week-to-Record-336-6B-in-Global-Spend/default.aspx)
- [Adobe, Cyber Monday hits record $14.25 billion in online spending (December 2, 2025)](https://news.adobe.com/news/2025/12/adobe-cyber-monday-hits-record)
- [Baymard Institute, 50 Cart Abandonment Rate Statistics 2026 (last updated September 22, 2025)](https://baymard.com/lists/cart-abandonment-rate)
- [Stripe, Pricing and fees, United States](https://stripe.com/pricing)
- [Stripe, Tarifs et frais, France](https://stripe.com/fr/pricing)
- [Shopify Help Center, Free shipping discounts](https://help.shopify.com/en/manual/discounts/discount-types/free-shipping)
- [Shopify Help Center, Buy X get Y discounts](https://help.shopify.com/en/manual/discounts/discount-types/buy-x-get-y)
- [WooCommerce, Coupon management](https://woocommerce.com/document/coupon-management/)