Average Order Value by Industry
Sourced 2026 AOV benchmarks by vertical, device and platform from Dynamic Yield, Littledata, Triple Whale and IRP Commerce. Includes how to tell which benchmark fits your store and the levers that actually lift order value.
Average Order Value by Industry
Average order value (AOV) by industry is the typical revenue per online order, broken down by retail vertical so you can compare with similar stores.
AOV is total revenue divided by the number of orders over a period. A single global figure doesn't tell an operator much. In Dynamic Yield's September 2026 data, luxury and jewelry stores averaged about $569 per order and pet care stores about $61, a ninefold spread.
Industry benchmarks give you a fair comparison point. A $90 AOV is strong for a skincare brand but weak for a sofa retailer. The useful question isn't whether your AOV is high. It's whether your AOV is above the median for stores selling similar products at similar prices.
The headline numbers vary a lot depending on who measures them. Dynamic Yield puts global AOV at $182 for the 12 months to September 2026. Littledata's median across 426 Shopify stores (July–October 2026) is $107. Triple Whale's median for paid-ad orders (August 2025–July 2026) is $61.22.
Each of these is accurate, but they measure different things. Dynamic Yield reports means across a client base that leans toward large retailers. Littledata and Triple Whale report medians, which a few very large orders can't drag upward. For a Shopify, WooCommerce or Magento store in the €1M–€15M band, the Shopify medians are usually the closest peer group.
Average order value by industry (USD): Dynamic Yield averages vs Littledata Shopify medians
| Industry | Dynamic Yield, Sept 2024 | Dynamic Yield, Jan–Apr 2026 avg | Dynamic Yield, Sept 2026 | Littledata Shopify median, Jul–Oct 2026 |
|---|---|---|---|---|
| Luxury & jewelry | $436 | $364 | $569 | — |
| Home & furniture | $253 | $294 | $240 | $237 |
| Fashion, accessories & apparel | $196 | $281 | $390 | $102 |
| Consumer goods | $211 | — ($418 in Apr) | $62 | — |
| Multi-brand retail | $94 | $116 | $124 | — |
| Food & beverage | $114 | $89 | $92 | $81 |
| Beauty & personal care | $71 | $87 | $79 | $68 |
| Pet care | — | $61 | $61 | — |
| Health & supplements | — | — | — | $75 |
| All industries | — | $172 (rolling, Apr 2026) | $228 | $107 |
Two patterns hold whichever source you use. Home and furniture sits more than three times above beauty: Littledata's medians are $237 vs $68. And the Dynamic Yield monthly series swings hard. Fashion went from $151 in October 2025 to $289 in April 2026, and consumer goods ran anywhere from $48 to $418.
Basket composition explains part of the gap. Dynamic Yield records 7.48 units per order in beauty but only 2.92 in luxury and jewelry. Beauty AOV grows by adding items to the basket, while luxury AOV grows through price and mix. FIGS showed the second route: it lifted AOV 8.5% to $127 in Q2 2026, mostly through pricing and product mix.
AOV by device: desktop vs mobile vs tablet
Rolling, Apr 2026
September 2026
Desktop orders are consistently bigger. Dynamic Yield's rolling figures showed a 37% desktop premium ($218 vs $159), narrowing to about 23% in September 2026 ($266 vs $216). Among Shopify stores the gap is smaller: Littledata's median store records $116 on desktop and $101 on mobile.
Mobile now drives most sessions, so mobile AOV usually has the most room to grow. If your mobile AOV trails desktop by more than 25%, look for the cause on the mobile PDP and cart. Cross-sells that are hidden or tiny on small screens, and bundles that need extra taps, are the usual culprits.
Which AOV benchmark should you compare against?
Choose a benchmark that matches how you sell. If most of your traffic is paid Meta and Google, Triple Whale's paid-ad medians reflect your reality. They run from $42.79 for online courses to $130.91 for travel accessories and luggage, with automotive at $116.34 and home and garden at $114.43.
If you sell into the UK and Ireland, IRP Commerce measured average AOV at £129.23 in August 2026, up 6.28% year on year. On region, Dynamic Yield's 2026 rolling data put EMEA at $193, the Americas at $158 and APAC at $125. In October 2025 the order was different, so treat regional rankings with caution.
Major AOV benchmarks compared: what each measures and who should use it
| Benchmark | Method | Latest figure | Best fit |
|---|---|---|---|
| Littledata | Median, 426 Shopify stores | $107 | Shopify brands, most revenue sizes |
| Triple Whale | Median, paid-ad orders | $61.22 | Stores buying most of their traffic |
| IRP Commerce | Average, UK & Ireland retailers | £129.23 | Stores selling in UK/IE |
| Dynamic Yield | Average, enterprise-leaning sample | $182 | Large and multi-brand retailers |
Don't benchmark against a single month
Dynamic Yield's July 2026 AOV dropped 83–86% in seven of eight categories at once while conversion rates stayed normal, which points to a data problem rather than real shopper behaviour. Its fashion series also ranged from $147 to $390 within a year. Compare a trailing 3–6 month average against a median benchmark, not one month against another.
What moves AOV, and what 'good' looks like
Aim for above your category's Shopify median. Being in the top 20% means $283+ overall on Littledata's data, $268+ in fashion, $135+ in beauty and $954+ in home and furniture. Health and supplements is tightly clustered: the top 20% starts at $101, only $26 above the median, so AOV gains there come slowly.
The levers that work all act on orders already in progress. Set a free-shipping threshold 15–30% above your most common basket value. Put a matching add-on on the PDP, offer a bundle that saves a second order, and add a post-purchase upsell that doesn't touch checkout. Test each one: a threshold set too high pushes up cart abandonment.
Always read AOV together with conversion rate. In Dynamic Yield's September 2026 data, revenue per visitor ranged only from $2.83 to $4.37 across five of eight categories, despite a sevenfold spread in AOV. Revenue per visitor and gross margin per order are what pay the bills. A bigger AOV that costs you conversions is not a win.
Average order value by industry: FAQ
Anything above the median for stores in your category at similar prices. Littledata's Shopify median is $107 overall (Jul–Oct 2026), with the top 20% above $283. A $90 beauty AOV is strong, while a $150 furniture AOV is below the category median of $237.
Luxury and jewelry. It averaged $421 over the 12 months to September 2026 and $569 in September 2026 alone, according to Dynamic Yield. Home and furniture is usually second, at around $240–$294 depending on the period.
Pet care and veterinary services, at $59 over the 12 months to September 2026 (Dynamic Yield). Beauty and personal care is also low at $68–$87, but it makes up for it with high purchase frequency and 7.48 units per order.
Littledata's median across 426 Shopify stores was $107 for July–October 2026. Category medians run from $68 in beauty and skincare to $237 in home and furniture. Medians come out lower than the averages enterprise vendors publish.
They measure different samples with different statistics. Dynamic Yield reports means across a client base that leans toward large retailers ($182). Triple Whale reports medians for paid-ad orders only ($61.22). Pick the source whose sample looks most like your store.
Desktop. Dynamic Yield's rolling figures showed $218 on desktop vs $159 on mobile, and September 2026 showed $266 vs $216. On Shopify the gap is smaller, with medians of $116 on desktop and $101 on mobile (Littledata).
Larger baskets get abandoned more often, especially when shipping costs appear late in checkout. AOV tactics like high free-shipping thresholds can increase abandonment if they're set too far above typical basket size. Track both metrics in the same test.
A threshold set 15–30% above your most common basket value typically gives a lift in the high single digits to low double digits, but results vary by vertical. Run it as an A/B test and judge it on revenue per visitor, not AOV alone.
Use net merchandise revenue after discounts and before shipping and tax, and keep it consistent over time. Most public benchmarks use order revenue as the platform reports it, so expect a few percentage points of difference from your internal figure.
Quarterly, using a trailing 3–6 month average. Monthly vendor data is volatile: Dynamic Yield's consumer goods figure moved from $418 in April 2026 to $62 in September 2026. A trailing average evens out seasonality and data problems.
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