Average order value (AOV) benchmarks
Average order value (AOV) is the average amount a customer spends per order. Here is every published figure we can show, side by side, with what each one counts.
$85 to $652
Published AOV figures differ by an order of magnitude depending on who is measured and how: IRP Commerce's UK-wide ecommerce panel put August 2026 AOV at £129.23, Littledata's 2023 benchmark of 2,800 Shopify sites found $85, and Shogun's H1 2026 study of 2,934 larger Shopify stores found a $312 median (and a $607 mean, pulled up by big-ticket outliers). None of these should be blended into one number — they are different samples measured differently. 19 figures from 4 sources, grouped by what they count (dynamic yield live panel is charted too, but not part of the headline range). We never average them.
Published average order value (AOV) figures by way of counting, from $85 to $607. Every figure is listed in the source list below.
Tap or hover a point to see its source.
Key findings
Each one cites its source figures.
IRP Commerce's UK and Irish ecommerce panel recorded an average order value of £129.23 in August 2026, up 6.28% from £121.59 in August 2025.
IRP CommerceLittledata's 2023 benchmark of 2,800 Shopify sites found an $85 average order value; Shogun's H1 2026 study of 2,934 Shopify stores (each with at least 250 orders in the window) found a $312 median. The gap is about sample, not the market moving 3.7x in three years: Shogun's minimum-order-count filter likely skews toward more established, higher-ticket stores.
LittledataShogunWithin Shogun's H1 2026 sample, median AOV by industry ranges from $652 (Autos & Vehicles) down to $172 (Food & Beverage) — a more than 3.7x spread driven by what the products themselves cost.
ShogunSame data, different answers
How the way of counting changes the number, on one scale.
AOV by industry (Shogun's Shopify sample, H1 2026)
Medians from Shogun's study of 2,934 active Shopify stores, each with at least 250 orders in the window and AOV under $5,000.
Source by source
Open any source for its definition, sample and method.
IRP CommerceEcommerce Market Data and Ecommerce Benchmarks · August 2026 snapshot£129.23all stores, UK & IrelandGrade B
- What counts
- Average order value = Revenue ÷ Orders, in GBP.
- Statistic
- Aggregate (revenue ÷ orders) across the panel
- Sample
- UK and Irish retailers trading on the IRP Commerce platform (exact count not disclosed; individual merchant data kept confidential)
- Data window
- August 2026, compared year-on-year to August 2025
- Method
- Operational trading data recorded within the IRP platform across UK and Irish merchants; ten tracked verticals (Arts & Crafts, Baby & Child, Cars & Motorcycling, Fashion, Food & Drink, Health & Wellbeing, Kitchen & Home, Pet Care, Sports & Recreation, Toys/Games).
- Published cuts
- market vertical (10 categories) · month-over-month and year-over-year
- Limitations
- UK and Irish retailers only, on one platform
- Exact sample size (number of merchants) not disclosed
- Reports in GBP; not directly comparable to USD figures without conversion
- Licence
- Not checked this pass (time budget) — confirm IRP Commerce's terms before treating as quote-eligible at scale. Headline figure quoted with attribution.
- Checked
- Sep 30, 2026 · Read the source
ShogunEcommerce Average Order Value Benchmark Report · H1 2026 edition$312all stores · Shopify stores (median)$607all stores · Shopify stores (mean)Grade A
- What counts
- AOV = total order value ÷ total orders, summed at the store level across the whole window (not an average of separate monthly AOVs).
- Statistic
- Median and mean both published
- Sample
- 2,934 active Shopify stores with at least 250 orders in the window; stores with AOV above $5,000 excluded
- Data window
- January–June 2026
- Method
- Storeleads-derived Shopify store data, filtered to stores with 250+ orders in H1 2026 and AOV under $5,000; industries classified via Storeleads/Google Product Taxonomy; quarter-over-quarter and year-over-year changes use only matched cohorts (stores active in both periods).
- Published cuts
- industry · matched-cohort QoQ/YoY change
- Limitations
- Shopify stores only, and only those clearing a 250-order minimum — skews toward more established stores
- Industry classification is third-party (Storeleads), not self-reported by the merchant
- Mean ($607) is pulled well above the median ($312) by a small number of high-AOV stores
- Licence
- Not checked this pass (time budget) — confirm Shogun's terms before treating as quote-eligible at scale. Headline and industry figures quoted with attribution.
- Checked
- Sep 30, 2026 · Read the source
LittledataAverage Ecommerce Conversion Rate (benchmark page, includes AOV) · 2023 benchmark · older data$85all storesGrade B
- What counts
- Average order value across the 2,800-site Shopify sample; formula not stated on the page.
- Statistic
- Average (method of averaging not stated on the page)
- Sample
- 2,800 Shopify sites
- Data window
- 2023
- Method
- Littledata's own aggregated Shopify site data; also publishes percentile tiers (top 20%, top 10%) and a small number of industry and device cuts.
- Published cuts
- industry (Food & Beverage, Fashion, Travel, Finance) · percentile tier
- Limitations
- Stale: 2023 data, no confirmed refresh
- Exact averaging method not stated
- Shopify only
- Licence
- Not checked this pass (time budget) — confirm Littledata's terms before treating as quote-eligible at scale. Headline figure quoted with attribution.
- Checked
- Sep 30, 2026 · Read the source
Dynamic Yield by MastercardAverage Order Value Benchmark · Live benchmark$192dynamic yield live panelGrade A
- What counts
- Publisher-labelled average order value, in USD, broken out by geography, device and industry.
- Statistic
- Average (publisher label); the page's own subtitle text is internally inconsistent about whether it means AOV or purchases-per-visitor, so treat the exact definition with caution
- Sample
- Aggregated across 200M+ monthly unique users from 400+ brands and 300M+ total sessions
- Data window
- Trailing 12 months as shown on the live page (accessed 2026-10-01); exact start/end dates not stated and the window moves over time
- Method
- Aggregated ecommerce behavioral data across Dynamic Yield's live customer panel; the live benchmark updates over time.
- Published cuts
- geography (Americas, EMEA, APAC) · device (desktop, mobile, tablet) · industry
- Limitations
- A live, continuously updated benchmark — population and date window shift over time rather than describing one fixed study
- Population is Dynamic Yield's own customer base
- The source page's own subtitle wording for this metric is internally inconsistent; verify definition before relying on it for a headline claim
- Licence
- Reported here as factual findings in our own wording and presentation, with attribution and a link to the source. This is not a claim that Dynamic Yield has granted a reproduction licence, and we do not copy its prose, charts, tables or page design. Mastercard's Terms of Use are generic sitewide boilerplate (a personal-use licence covering the whole mastercard.com domain); we read them as not specifically restricting citation of published benchmark figures. Flagged for review: the clause is broadly worded and the owner is a large corporate publisher.
- Checked
- Oct 1, 2026 · Read the source
By industry and region
Selected figures, each with its source. Full tables live in each publisher's report.
Why sources disagree
Each factor moves the number on its own.
Shogun's methodology sums each store's order value and order count across every month in the window, then divides the totals — rather than averaging separate monthly AOVs — specifically so a few high-volume months don't get equal weight to slow ones.
Shogun, Ecommerce Average Order Value Benchmark ReportWhich stores make the sample
Shogun requires at least 250 orders in the six-month window and excludes stores with AOV above $5,000; Littledata's 2023 sample had no stated order-count minimum. A minimum-order filter tends to exclude very new or very small stores, which pulls the median up.
Median vs mean
Shogun publishes both: a $312 median against a $607 mean for the same H1 2026 sample. The wide gap means a handful of high-AOV stores (B2B, wholesale, big-ticket categories) are pulling the mean well above what a typical store sees — use the median as the more representative figure.
Platform and geography
IRP Commerce's panel is UK and Irish retailers on the IRP platform, priced in pounds; Littledata's and Shogun's samples are Shopify stores, predominantly reporting in US dollars. Currency and platform mix are not interchangeable.
What is a good average order value (AOV)?
It depends on how your platform counts and who you send to.
If you're a smaller or newer Shopify store
Littledata's $85 median (2023, 2,800 Shopify sites with no order-count filter) is the closer reference point, though it is now two years old.
If you're an established Shopify store (250+ orders in six months)
Shogun's $312 median (H1 2026) is the more current and closer-matched reference; compare against your own industry row in the table above rather than the cross-industry figure.
If you're on a non-Shopify UK or Irish storefront
IRP Commerce's £129.23 (August 2026) is the most directly comparable published figure we found, though it is a single blended figure across ten market verticals rather than broken out per vertical in the page we read.
Before you compare
- Never average these figures together: different samples, different currencies, different order-count filters.
- Shogun's mean ($607) and median ($312) for the same sample differ by nearly 2x — always check which statistic a benchmark is quoting before comparing.
- Littledata's figures are from 2023 and have not been refreshed since, as far as this pass could verify; treat them as a historical reference, not a current one.
Show 1 more cautions
- Currency matters: IRP Commerce reports in GBP, Littledata and Shogun in USD. Converting between them was not done here — compare within currency where possible.
How to calculate average order value (AOV)
- Decide whether you want a per-store median across many stores (comparable to the benchmarks here) or your own single AOV across a time window — they answer different questions.
- If comparing to Shogun's figure, sum revenue and orders across the whole window first, then divide once, rather than averaging monthly AOVs.
- Exclude or flag outlier orders (e.g., wholesale or B2B orders mixed into a DTC store) the way Shogun's $5,000 AOV cap does, or your mean will be pulled by them.
Questions about average order values
Tools to measure and improve it
Chosen for what they do, not ranked.
Sources and licence notes4 sources · 4 quoted · 0 linked only · checked Oct 1, 2026
- IRP Commerce, Ecommerce Market Data and Ecommerce Benchmarks · August 2026 snapshot · last checked Sep 30, 2026Not checked this pass (time budget) — confirm IRP Commerce's terms before treating as quote-eligible at scale. Headline figure quoted with attribution.
- Shogun, Ecommerce Average Order Value Benchmark Report · H1 2026 edition · last checked Sep 30, 2026Not checked this pass (time budget) — confirm Shogun's terms before treating as quote-eligible at scale. Headline and industry figures quoted with attribution.
- Littledata, Average Ecommerce Conversion Rate (benchmark page, includes AOV) · 2023 benchmark · last checked Sep 30, 2026Not checked this pass (time budget) — confirm Littledata's terms before treating as quote-eligible at scale. Headline figure quoted with attribution.
- Dynamic Yield by Mastercard, Average Order Value Benchmark · Live benchmark · last checked Oct 1, 2026Reported here as factual findings in our own wording and presentation, with attribution and a link to the source. This is not a claim that Dynamic Yield has granted a reproduction licence, and we do not copy its prose, charts, tables or page design. Mastercard's Terms of Use are generic sitewide boilerplate (a personal-use licence covering the whole mastercard.com domain); we read them as not specifically restricting citation of published benchmark figures. Flagged for review: the clause is broadly worded and the owner is a large corporate publisher.
These are figures reported by the platforms themselves about their own customers; we do not measure them ourselves. Found an error or a newer edition? Tell us