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 October 2023, the average order value (or AOV) in ecommerce is £100.63, which is approximately $$127.43. This is a 3.48% increase from 2022’s average order size per customer and a slowdown from the previous year’s 11.16% increase. 

The increase in the average order value ecommerce in 2023 is also the third consecutive annual increase, following a 7.13% dip in 2020—the largest fall between 2017 and 2023. This was 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 per item has also increased over the past year from £51.13 to £51.23, or approximately $64.73 to $64.86, over the past year. This marks a 0.21% rise over the same one-year period.

From 2017 to 2023, the highest average order value in ecommerce was registered in 2017, when online shoppers spent around £102.59 (or around $$129.88) per internet purchase. 

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Average order value by product category

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 order value per visitor in October 2023 are in the cars and motorcycling category. Consumers buying these products online spend an average of £198.00, or $250.77, per checkout. The average checkout value of these products marks a 37.45% year-over-year increase from 2022’s £144.05 (around $182.44).

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Baby and child products are second on the list. Online buyers typically spend £193.96 (approximately $245.65) on an order in this category. These products saw a 24.52% surge in average order value from 2022 to 2023.

Products in the toys, games, and collectibles category have the third-highest average order size of £120.59, or $152.73. This category also rose significantly from 2022 to 2023, by 19.67%. The food and drink category comes next with an average value per visitor of £117.46, or $148.77, followed by electrical and commercial equipment, with £114.39, or $144.88.

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