Average Order Value (AOV) is the fastest lever to get more revenue from the same traffic. Boosting the amount per transaction increases your revenue without disproportionately increasing advertising costs or fulfilment. Brands that increase their AOV by just €5 quickly see 10-20% extra margin on the bottom-line.
Average Order Value is calculated by dividing total revenue by the number of orders.
Why is this important?
A higher AOV means more return per click. That allows you to advertise where competitors drop off and increase profitability. Benchmark:
Top performers aim for an AOV that is at least 15% above the industry average. Amazon as an example:
More than 35% of Amazon’s revenue comes from smart recommendations through upsell and cross-sell modules.
| Strategy | Goal | Example | Plus | Minus |
|---|---|---|---|---|
| Bundle | Sell combo as one SKU | “Shampoo + Conditioner Pack” | Quick price anchor; easy to promote | Less customer choice |
| Upsell | Push more expensive/premium model | 256 GB iPhone instead of 128 GB | More margin per unit | Can come across as pushy |
| Cross-Sell | Add complementary product | Phone + screen protector | Increases order value & satisfaction | Relevance is crucial |
Scan the QR code for a live example of how SBJ applies cross-sell in all affiliated stores.
Read further below on how to calculate the AOV
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Results
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Scenario 1 – Bundle Promotion 3-for-2
Assume: current AOV is €32 with 5,000 orders → revenue = €160,000
📦 12% of customers choose a bundle with AOV of €45
➤ New AOV = (0.88 × €32) + (0.12 × €45) = €33.60
📈 Expected revenue increase: +5% → +€8,000/month
Scenario 2 – Cross-Sell ‘2+1 cashback’
🎯 20% uptake; promotional AOV = €50
➤ New AOV = €36.40 → +13.7% revenue
📈 Extra revenue: +€21,920/month
📲 How It Works
- Trigger via QR, banner or packaging
- Receipt upload + OCR SKU verification
- Cashback or coupon after approval
✅ What It Delivers
- 100% fraud prevention – 1 receipt = 1 entry
- Configurable daily or total budget
- Realtime insights & control per channel
📈 Progressive Multi-Buy Discount
5% off with 2 items, 10% with 3 – grow revenue without destroying margin.
🎁 Buy X, Get Y Free
Ideal for FMCG combos like ‘sauce with pasta’ – boosts basket size and relevance.
🛒 Mix-&-Match Basket
Customer selects from set SKUs. Discount triggers at € X. Verified automatically via Cross Sell.
🧪 Bundle + Sampling
Add a sample-size of a new product. Drives AOV and innovation.
💶 Cashback on Combo
High perceived value. Cashback feels better than till discount. Up to +30% AOV!
6. SoftNest-Case: +€7 AOV with 2 + 1 bundle
Baby care brand SoftNest combined two packs of nappies with one pack of wipes.
- Uptake: 23% of all shoppers.
- Average order value from €31 to €38 (22%)
- Promo budget dropped 25% thanks to OCR limits per receipt.
The campaign not only delivered direct margin, but also 15% higher repeat purchases as parents got used to the “combo pack” once.
