How to Increase AOV Without Discounting

Most stores try to grow by buying more traffic. But ad costs keep rising, and more traffic does not always mean more profit. There is another lever that is often ignored: average order value (AOV).

If the same visitors spend more per order, revenue grows without extra ad spend. And you do not need constant discounts to make it happen.

First, know your numbers

• AOV: total revenue divided by number of orders
• Items per order: how many products a typical order contains
• Top product combinations: which products are often bought together
• Gross margin per product: so you know which upsells are actually profitable

You can find AOV in your platform’s analytics and in GA4. Use order exports to find common product pairings.

1. Set a smart free shipping threshold

A free shipping threshold is one of the most effective AOV tools available.

• Set it slightly above your current AOV, so many shoppers are close enough to reach it
• Show a progress bar in the cart drawer: “You are $12 away from free shipping”
• Suggest low-cost add-on products that close the gap
• Test different thresholds to find the best balance of AOV and conversion rate

2. Create bundles

Bundles increase order size and make buying easier.

• Complete-the-routine bundles: cleanser, serum, moisturizer
• Starter kits: everything a new customer needs to get started
• Gift sets: especially strong around holidays
• Build-your-own bundles: shoppers choose items from a set collection

Bundles do not have to be discounted. Convenience, curated selection, and gift-ready packaging add value on their own.

3. Add “frequently bought together”

• Place it below the main Add to Cart area on product pages
• Base recommendations on real order data, not random bestsellers
• Let shoppers add all items with one click
• Recommend complementary items, not alternatives that compete with the main product

4. Use cart upsells and cross-sells

The cart drawer is prime space. Shoppers are already in buying mode.

• Show one to three relevant add-ons based on what is in the cart
• Prioritize small, low-risk items: accessories, refills, care products
• Offer upgrades where they make sense, like a larger size or premium version
• Do not overload the cart. Too many offers distract from checkout

5. Offer post-purchase upsells

After a shopper pays, they can be offered a one-click add-on on the thank-you or post-purchase page. Because the purchase is already complete, it adds revenue without adding friction to checkout.

• Offer a product that complements what they just bought
• Keep it one click, with no need to re-enter payment details
• Shopify supports post-purchase offers through apps, and similar solutions exist for BigCommerce and WooCommerce

6. Use quantity breaks

For consumables and multi-use products, quantity pricing works well:

• “Buy 2, save 10%” or “3 for $X”
• Subscribe and save for products that are reordered regularly

This is a form of discount, but it is tied to a larger order, so it protects margin better than a sitewide sale.

7. Personalize recommendations

• Recommend based on browsing history and cart contents
• Use Klaviyo flows to recommend complementary products after purchase
• Show “customers also bought” on product and cart pages

8. Offer gifts with purchase

A free gift above a spending threshold, like a sample, tote bag, or accessory, can be more appealing than a discount and costs less than it appears to be worth.

9. Reward bigger orders through loyalty

Loyalty programs that award points per dollar spent encourage larger baskets and repeat purchases. Bonus points above a spending threshold add a clear reason to add one more item.

Measure AOV and conversion together

An AOV increase is only a win if conversion rate and margin hold up. A threshold set too high might increase AOV while losing orders overall. Track these together:

• Revenue per visitor
• Conversion rate
• AOV
• Gross margin per order

Revenue per visitor is the best single number because it combines conversion rate and AOV.

Same visitors, bigger orders

Growing AOV is one of the most profitable ways to scale. Start with a free shipping threshold and cart upsells, then add bundles and post-purchase offers.

Want help building an AOV strategy for your store? Book a free consultation and we will find the quickest wins for your catalog.