How to Increase Average Order Value on Shopify
Updated March 2026 · 9 min read
Average order value (AOV) is the lever most Shopify merchants underuse. Getting an existing customer to add another item is usually more efficient than finding a brand-new customer. Every extra item added to a healthy order can improve contribution margin quickly.
Here are eight strategies merchants use to increase AOV, with practical examples of how they can be implemented.
1. Show What Else Fits (Shipping-Based Upsells)
The most natural upsell in ecommerce is: "You can add more items with no extra shipping cost." It's not pushy — it's helpful. Customers genuinely want to know this.
When your cart page calculates the exact remaining space in the current box and suggests products that fit, conversion rates on those suggestions are often stronger than generic "you might also like" recommendations because the message is operationally relevant.
Fits In The Box does this with 3D bin packing. It measures every item in the cart, finds remaining space, and surfaces products that fit — with the message "add these with no extra shipping." That keeps the recommendation grounded in the shipment the customer is already building.
2. Set a Free Shipping Threshold
The most proven AOV tactic in ecommerce. Set your free shipping minimum above your current AOV.
- Current AOV $40 → Free shipping at $50
- Current AOV $75 → Free shipping at $89
- Current AOV $120 → Free shipping at $149
Show a progress bar in the cart: "You're $12 away from free shipping!" Combine that with product suggestions that close the gap, and the cart becomes much easier for shoppers to act on.
3. Bundle Products
Bundles increase AOV by framing the purchase as a deal rather than an upsell. "Buy 3, save 15%" works because customers feel smart, not sold to.
The best bundles are products that ship together efficiently. If three items fit in the same box, the bundle saves you shipping cost and increases the customer's order value. Win-win.
Use your packing data to identify which products physically bundle well. If items A, B, and C always fit in a Medium box together, that's your bundle.
4. Cart Add-Ons Under $15
Small, impulse-friendly add-ons are the easiest AOV win. Think: gift wrapping, product samples, care kits, extended warranties, or accessories. These items feel insignificant next to the main purchase but add up across hundreds of orders.
The key: only suggest add-ons that fit in the current box. If the add-on triggers a second box and extra shipping, it erodes your margin. A packing-aware cart knows exactly which add-ons fit without additional shipping cost.
5. Tiered Pricing and Volume Discounts
"Buy 2 for $25, Buy 3 for $35" is simple and effective. Tiered pricing works especially well for consumable products (food, supplements, cosmetics) where customers know they'll use more eventually.
Price the tiers so the per-unit cost drops meaningfully at each level, but your total margin increases. If your product costs $5 to make and ships for $3, selling 3 for $35 in one box at $3 shipping is far more profitable than three separate $15 orders.
6. Post-Purchase Upsells
After checkout but before the thank-you page, offer a one-click add-on. The customer has already committed — friction is at its lowest. Post-purchase upsells can work especially well when the add-on is easy to understand and obviously connected to the main purchase.
The margin here is pure profit since the customer already paid shipping. If the add-on fits in the same box (and with bin packing, you know whether it does), there's zero additional fulfillment cost.
7. Cross-Sell on Product Pages
"Frequently bought together" works because it's social proof and convenience in one. Show 2-3 complementary products on every product page with an "Add all to cart" button.
The best cross-sells are products that ship together efficiently. If the customer is buying a camera, suggest the case and memory card that fit in the same box — not a tripod that requires a separate oversized shipment.
8. Loyalty Points and Rewards
"Earn 2x points on orders over $75" combines the free shipping threshold psychology with loyalty gamification. Customers who are close to a reward are more likely to add items to reach it.
Keep it simple: points per dollar spent, redeemable as discounts. The perceived value of earning points makes the additional spend feel justified.
The AOV Formula That Works
The highest-impact combination for most Shopify stores:
- Free shipping threshold set above AOV (gets them to add more)
- Shipping-based upsells showing what fits (removes hesitation)
- Small add-ons under $15 at checkout (captures impulse)
Together, these three strategies compound. The customer who adds one more item to get free shipping may also add the low-friction add-on because they are already engaged in completing the shipment.
Fits In The Box powers the shipping-based upsell layer. It calculates exactly what fits in the current box and shows customers products they can add at no extra shipping cost.