What Is a Good Average Order Value for E-commerce?
Updated March 24, 2026 3 min read
What Is a Good Average Order Value for E-commerce?
European e-commerce AOV averages between €75 and €150, but it varies significantly by category. Fashion sits around €85. Electronics at €165. Beauty and personal care at €60. Home and garden closer to €120.
The number that matters most is not the industry average. It’s your current median AOV. Track median, not mean — a handful of large orders can push your mean upward while most customers spend far less. If your mean AOV is €130 but your median is €85, your upsell and cross-sell tactics need to target the €85 buyer.
A practical benchmark: aim to move your AOV 20-30% above its current level before comparing to industry averages. The tactics that get you there — free shipping thresholds, product bundling, post-add-to-cart upsells, and volume discounts — all work differently depending on your category and customer behaviour. Each €10 increase in AOV from existing traffic adds revenue without increasing acquisition cost.