● E-commerce
AOV (Average Order Value)
Average amount spent per order. A key indicator of the value generated by each e-commerce transaction.
Full definition
Average Order Value (AOV) is the average amount a customer spends per order on an e-commerce site. It is one of three fundamental levers for revenue growth, alongside conversion rate and purchase frequency. AOV is calculated by dividing total revenue by the number of orders over a given period.
Formula: AOV = Total Revenue / Number of Orders. For example, €150,000 in revenue from 2,000 orders gives an AOV of €75. Increasing AOV requires no additional customer acquisition — it acts on buyers already in the process of purchasing, making it one of the most cost-efficient levers available to e-commerce operators.
Benchmarks vary significantly by vertical: fashion (€60-90), electronics (€200-400), beauty (€45-70). The most effective mechanics for increasing AOV include cross-selling (complementary products), upselling (premium versions), free shipping thresholds, and bundled offers. Brand trust, measured in part through customer reviews, also plays a decisive role in customers' willingness to spend more per transaction.
Concrete example
A sports equipment retailer with an AOV of €68 introduces a free shipping threshold at €80 and complementary product recommendations on the cart page. Within 6 weeks, AOV rises to €84 — a 23% increase. Across 3,000 monthly orders, this generates €48,000 in additional revenue without increasing traffic or advertising spend.
For a cosmetics site with an initial AOV of €52, triggering automated cross-sell offers at the moment a 5-star review is submitted generates an AOV of €90 on those MONETISE transactions — a +73% uplift versus the baseline. These orders come from customers at peak satisfaction, the moment when purchase intent is highest.
With Review Collect
Review Collect increases AOV through its MONETISE feature: when a customer submits a 5-star review, RC automatically triggers a personalized cross-sell or upsell offer. This moment of peak satisfaction is the most favorable for impulse purchases. RC merchants see an average +73% AOV uplift on these review-triggered transactions.
Beyond MONETISE, the trust established by reviews displayed on product pages reduces purchase hesitation and encourages customers to complete their cart with items they were on the fence about. A brand with a 4.9/5 rating on Trustpilot inspires sufficient confidence for buyers to increase their order value spontaneously.
