AOV: bigger orders, smoother payments

Average Order Value: how to increase it without losing sales

Average order value (AOV) is easy to celebrate and easy to misunderstand.

A higher AOV can mean more revenue per order, but only if customers still complete their purchase and the business keeps its margin. If larger orders lead to more abandoned purchases or require bigger discounts, the gain may disappear. The goal is to increase order value without making it harder for customers to buy. That depends not only on what goes into an order, but also on how customers can pay.

What the statistics suggest

Average order value varies widely by sector. In a global ecommerce benchmark for September 2026, it ranged from around $60 in pet care to almost $570 in luxury and jewellery [1]. This difference reflects the products customers buy and their prices, so AOV alone does not show how well a business is performing.

A higher order value does not necessarily mean more revenue per visitor. In the same 2026 period data, luxury generated less revenue per visitor than beauty or food [1]. This is why businesses should consider average order value alongside conversion: increasing the average order matters only if customers continue to complete their purchases.

The figures offer a useful starting point, not a target. The next step is to compare them with your own results and read them in context.

Reading your results

Industry benchmarks offer a point of reference, not a target. Before testing ways to increase AOV, establish your own baseline using consistent data. Track average order value over time and assess each change alongside conversion and revenue per visitor. This helps you see whether a larger order is also a better result for your business.

Four ways to increase order value

Test one change at a time. Track AOV and margin, and check that the change does not make customers less likely to complete a purchase.

If you sell through an e-commerce store:

• Set a free-shipping threshold. Base it on the value of a typical order and check how shipping costs affect the result.
• Create relevant bundles. Group products that customers often use together.
• Suggest useful add-ons. Recommend related products when they help customers complete their purchase.
• Test volume offers. Offer a discount or benefit when customers buy more, especially for products they reorder.

If you sell through other channels:

• Offer bundles or service packages. Make it easy for customers to choose a complete solution.
• Include relevant add-ons in quotes. Suggest products or services that fit the customer’s request.
• Use clear volume pricing. Show how the price changes for larger quantities or repeat orders.
• Review your sales conversations. Note which options customers accept, then compare average order value, margins and the share of quotes that become sales.

When order values rise, payment choice matters

Increasing AOV is only part of the task: customers also need a suitable way to pay. A payment method that works well for a small purchase may not be the right fit for a larger one. If customers cannot use a payment option they are comfortable with, they may decide not to complete the purchase.

This is where MyBank can support businesses with medium-to-high average order values. In B2C, this includes sectors such as luxury, jewellery, fashion, home and furniture. In B2B, it can support higher-value transactions between businesses.

Customers pay directly from their bank account. At checkout, they select MyBank, choose their bank and authorise a pre-filled SEPA credit transfer in their usual online banking environment. Both the customer and the business receive confirmation in real time.

MyBank has no amount limits imposed by the payment scheme. A customer’s bank may still set its own limits, so customers should check these before making a large payment.

Participating banks or PSPs can enable MyBank, allowing businesses to offer it through e-commerce checkouts and/or payment links. Links can also be useful for orders agreed outside a standard online checkout, including B2B and other high-value sales.

MyBank can therefore play a part in an AOV strategy: it gives customers another way to pay for higher-value purchases. The effect on average order value will depend on the business, its customers and its offer, but a suitable payment option can help customers complete purchases that might otherwise be harder to pay for.

Where to start

Calculate AOV, conversion rate and revenue per visitor using the same rules and period. Identify your most common order value, then test one lever.

Compare completion rates for higher-value orders by device and payment method.
If drop-off rises with order value, check whether your payment options match your tickets.

Growing average order value is not about pushing every customer to spend more. It is about building baskets that make sense for your customers, and making sure nothing stands between them and the final payment.

[1] Dynamic Yield, September 2026 AOV and conversion data, as reported in Ecomhint, “Average Order Value by Industry: 2026 Ecommerce Benchmarks”, updated 7 October 2026. Estimated revenue per visitor calculated by multiplying AOV by conversion rate.

Figures are category benchmarks, not universal targets.