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 April 2022, the average order value (or AOV) in ecommerce is £92.39, which is approximately $115.45. This is an 8.1 percent decrease from 2021’s average order size per customer.

In comparison, there was an 18.7 percent fall from April 2019 to April 2020. This is likely a result of the coronavirus pandemic, which drove consumers’ confidence downwards and forced them to cut back on expenditure. 

The average order value aside, the average sale price of an item has also increased from £41 to £46.17, or approximately $51.25 to $57.71, over the past year. This marks a 12.6 percent rise over the same one-year period.

From 2016 to 2022, the highest average order value in ecommerce was registered in 2017, when online shoppers spent around £101.88 (or $127.35) 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 2022 are in the electrical and commercial equipment category. Consumers buying these products online spend an average of £149.60, or $187.06, per checkout. 

The average checkout value of these products marks a 71.8 percent year-over-year increase from 2021’s £86.56 (around $108.23).

Cars and motorcycling products are second on the list. Online buyers typically spend £145.97 (approximately $182.52) on an order in this category. These products saw an eight percent growth in average order value from 2021 to 2022.

Products in the baby and child category have the third-highest average order size of £139.42, or $174.33. This category dipped tremendously from 2021 to 2022, by 15.3 percent. 

The food and drink category comes next with an average value per visitor of £109.56, or $136.99, followed by sports and recreation with £102.21, or $127.80.

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