How to Increase AOV Without Being Pushy (13 Ways)

Getting sales isn’t the hard part anymore. Most ecommerce brands know how to drive traffic and get customers through the door. However, if every order is small, you're missing out on the potential for larger sales.

These days, it’s not about getting one order per customer—it’s about bumping up how much people spend each time they buy. In other words, increasing average order value or AOV.

What is AOV (average order value), and why should you care?

AOV is the average amount a customer spends every time they place an order on your site.

The formula goes like this:

AOV = Total revenue ÷ Number of orders

Let’s say you made $10,000 from 500 orders last month. Your AOV is $20.

Here's why a higher AOV matters:

• More revenue without more customers. You can grow your business by getting existing customers to spend more per transaction instead of chasing new customers, which is often more expensive and time-consuming.
• More efficient operations. Processing one $100 order is more cost-effective than processing five $20 orders, reducing operational overhead and fulfillment costs.
• Improved profit margins. Higher order values typically lead to better margins since many fixed costs like payment processing, packaging, and shipping remain constant regardless of order size.
• Better return on advertising spend (ROAS). When customers spend more per order, your customer acquisition costs become more profitable since you're generating more revenue from the same marketing investment.

13 easy-to-implement strategies to boost average order value

Here are 13 tactics used by successful DTC brands to boost order value in a way that feels natural, helpful, and easy to execute. Try one, test a few, and keep what works.

1. Use your most common order size to set smarter incentives

The most common order size (also called the modal value) is the dollar amount that appears most frequently in your orders. Think of it as the "favorite" spending amount of your customers.

Let's say your AOV is $58, but when you look at your actual orders, most customers spend around $45. A few big orders are pulling that average up, but the reality is that $45 is where most people land.

If you set your free shipping threshold at $75 based on your AOV, that might feel like asking for too much. But set it at $60, and suddenly you're nudging people from their comfortable $45 to just $15 more—an easy ask that can boost your AOV significantly.

Tip: This tactic works best when paired with a small but valuable incentive, like free shipping, a small gift, or a discount. Make the next tier feel attainable, not like a stretch.

2. Offer tiered rewards based on spend amount

Instead of offering a flat discount to everyone, reward customers for spending more by tiering your offers.

For example:

• Spend $50, get 10% off
• Spend $75, get 15% off
• Spend $100, get 20% off

This encourages customers to add one more item to their cart to unlock the next tier, especially if they’re close. It’s a subtle way to drive up order value without giving away hefty discounts.

3. Bundle products in a way that makes sense

Bundling is about creating combinations that actually feel useful.

Think: shampoo + conditioner, hoodie + joggers, or coffee + mugs. When you bundle products that are commonly bought together and price them just below what they’d cost separately, you increase perceived value and order size.

So, how do you convince shoppers to see the value in your bundles? Show side-by-side pricing like “Normally $65, now $55 when bundled” and emphasize the convenience. The goal is to make it feel like the customer is getting more for less, because they are.

4. Show relevant add-ons at checkout

One of the best times to increase AOV is when someone is already in the middle of purchasing or has just completed their order.

Add low-stake upsells to the checkout page (“Add this for $10”) or post-purchase page (“Want to upgrade to a 3-pack? Tap to add”). During high-intent moments, a well-timed offer can boost the order total without feeling excessive.

5. Let customers build their own bundle

Some shoppers want control. Instead of preset bundles, give customers the option to build their own set from a curated list of your products.

This works well for categories like snacks, skincare, supplements, or apparel. For example: “Pick any 3 soaps for $25” or “Build your own starter kit. Choose 1 cleanser, 1 serum, and 1 moisturizer.”

The best part about this tactic? You’re fulfilling personalization needs. Customers feel like they’re crafting their own experience, while you’re increasing the number of items per order. Win-win.

6. Add urgency—but only if necessary

If you’re running a limited-time offer, low-inventory alert, or seasonal drop, make that clear in your messaging.

Phrases like “Only 5 left,” “Ends Sunday,” or “Last restock of the season” can motivate customers to check out with a bigger cart. Just don’t fake it—shoppers are aware of most tricks up DTC brands’ sleeves. Don’t risk breaking their trust.

Tip: Use this tactic strategically. Think big launches, fast-selling products, or end-of-season promos.

7. Reward customers for spending more

Reward customers with extra points, early access, or exclusive gifts when they hit certain order thresholds. 

For example: 

• “Earn double points on orders over $75 this weekend.” 
• “Spend $100, unlock a VIP perk.”
• “Buy a 3-pack, get 2 free.” 

People like reaching goals, and when you lay this out for them, they’re more likely to add to their orders.

8. Show how products work together

Don’t make your customers guess what goes with what. Use your product pages or cart to highlight combinations that complete a routine, a look, or a solution.

Labels like “Complete the look,” “Bundle the routine,” or “Pairs well with…” help customers see the bigger picture and often lead to bigger baskets.

This tactic is especially effective for brands in skincare, wellness, home goods, or fashion, where products are often best used together.

9. Recommend products based on what’s in their cart

Unlike generic “you might also like” sections, personalized recommendations that match what a customer is already buying are much more effective.

Use simple logic: suggest items that are commonly bought together, part of the same collection, or a natural next step. 

For instance, if someone’s buying a face wash, suggest a moisturizer from the same collection. If they’re picking out a dinnerware set, recommend complementary serveware. The goal is to make it feel helpful, not random.

10. Use emails and texts before and after a purchase

Because of the instantaneous nature of email and SMS, they’re perfect for increasing AOV before and after a purchase.

Here are some examples:

• “You're $10 away from free shipping—here’s what to add.”
• “Unlock a free gift when you spend $75+ this weekend.”
• “Build your own bundle and save 20%—ends tonight.”

These instant follow-ups can nudge customers to spend more, especially when the offer is relevant to what they just ordered.

11. Explain the value of buying more

This one’s so simple that it’s easy to overlook. 

Sometimes customers don’t spend more because they don’t understand why they should. Your product pages are the perfect place to spell it out and make it crystal clear.

List out the product’s features, how long it will last, if it’s best paired with another product, or how a bundle solves a complete problem. 

For example: “This product lasts 90 days—opt for our mega size for more.”

Clear messaging helps customers feel confident in buying more. Sometimes all they need is your guidance.

12. Offer a gift when customers hit a certain amount

Everyone loves a freebie. Offering a gift with purchase when customers reach a spending threshold is an easy way to boost AOV.

For example, “Spend $70, get a free limited-edition tote” creates a moment of surprise and delight—and gives people a reason to add one more item to their cart.

13. Make returns simple

The easier it is to return something, the more confident people feel about adding an extra item to their cart.

Ensure that a clear return policy is displayed on your product pages and menus. Then, call it out again at checkout flow: “Free 30-day returns.” This small change can lead to a bigger cart.

Test and track before you keep going

Not every AOV strategy we’ve listed here will be right for your DTC brand. The key is to test one idea at a time and watch how it affects your numbers.

Apart from AOV, don’t forget to also monitor conversion rate, return rate, and customer satisfaction. 

Healthy growth means balancing revenue with long-term customer experience. 

The bottom line: You’re closer to higher revenue than you think

If your store is getting consistent sales, you’ve already done the hardest part. The next layer of growth comes from capturing more value from the customers who are already buying from you.

Most shoppers don’t need convincing. They need a clear reason to add one more item, spend a few dollars more, or qualify for something extra. 

When done well, increasing AOV doesn’t feel like a challenging sales pitch. It feels like helping customers make the most out of their purchase.