Average Order Value Benchmarks 2026: AOV by Industry, Device and Country
The median Shopify store had an average order value of $110 in the 90 days to October 2026, according to Littledata, which tracks 436 stores. The top 10% of stores were at $590 or more. Home and furniture stores had the highest median at $211 and beauty the lowest at $69. In Europe, the median DTC brand's order was €79.04 in September 2026, up 13.2% on a year earlier, calculated by StatisticsGlobal from adtribute data.
Key statistics
- The median average order value of Shopify stores was $110 in the 90 days to October 2026, according to Littledata.
- Home and furniture Shopify stores had a median average order value of $211 in the 90 days to October 2026, according to Littledata.
- The median European DTC brand had an average order value of €79.04 in September 2026, according to adtribute.
- The average cart price at Shopify merchants over Black Friday-Cyber Monday 2025 was $114.70, according to Shopify.
- The top 10% of Shopify stores had an average order value 5.4 times the median in 2026, calculated by StatisticsGlobal from Littledata data.
Average order value by industry
Industry is the biggest single driver of order size. Home and furniture sits at the top and beauty at the bottom in both of the industry benchmarks we checked.
Home and furniture stores on Shopify had a median order of $211, 92% above the all-store median of $110. Beauty and skincare stores had a median of $69. A typical home store's order was 3.1 times a typical beauty store's. That gap reflects price points more than shopper behaviour. A sofa costs more than a serum.
The European data from adtribute shows the same order. Home and living brands had a median of €125.92 and beauty brands €68.22. The two sources use different stores, regions and currencies, so do not compare the dollar and euro figures directly. The ranking is the useful part. It held in both samples.
Fashion sits close to the overall median in both sources, at $113 and €84.58. Health and supplements is below it in the Shopify data ($75) and level with it in Europe (€78.34). Spread within an industry is wide. The top 20% of home stores had orders of $765 or more.
Source: Littledata, 436 Shopify stores.
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Home and furniture Shopify stores had a median average order value of $211 in the 90 days to October 2026, according to Littledata.
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Fashion and apparel Shopify stores had a median average order value of $113 in the 90 days to October 2026, according to Littledata.
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Food and beverage Shopify stores had a median average order value of $85 in the 90 days to October 2026, according to Littledata.
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Health and supplements Shopify stores had a median average order value of $75 in the 90 days to October 2026, according to Littledata.
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Beauty and skincare Shopify stores had a median average order value of $69 in the 90 days to October 2026, according to Littledata.
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Home and furniture Shopify stores had a median order 3.1 times that of beauty and skincare stores in 2026, calculated by StatisticsGlobal from Littledata data.
How we calculated it: Home & Furniture median $211 / Beauty & Skincare median $69 = 3.06, rounded to 3.1. Littledata, 90 days to 24 October 2026.
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The top 20% of home and furniture Shopify stores had an average order value of $765 or more in the 90 days to October 2026, according to Littledata.
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European home and living DTC brands had a median average order value of €125.92 in September 2026, according to adtribute.
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European fashion and accessories DTC brands had a median average order value of €84.58 in September 2026, according to adtribute.
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European health and nutrition DTC brands had a median average order value of €78.34 in September 2026, according to adtribute.
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European beauty and personal care DTC brands had a median average order value of €68.22 in September 2026, according to adtribute.
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Home and furniture had the highest median average order value in both the Littledata and adtribute 2026 industry benchmarks, calculated by StatisticsGlobal from Littledata and adtribute data.
How we calculated it: Littledata (Shopify stores, 90 days to 24 Oct 2026): Home & Furniture $211, top of 5 industries. adtribute (EU DTC, Sep 2026): Home & living €125.92, top of 4 industries.
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Beauty had the lowest median average order value in both the Littledata and adtribute 2026 industry benchmarks, calculated by StatisticsGlobal from Littledata and adtribute data.
How we calculated it: Littledata: Beauty & Skincare $69, lowest of 5 industries. adtribute: Beauty & personal care €68.22, lowest of 4 industries. Two different samples and currencies, same ranking.
| Industry | Littledata median (USD) | Littledata stores | adtribute median (EUR) |
|---|---|---|---|
| Home and furniture / home and living | $211 | 63 | €125.92 |
| Fashion and apparel / fashion and accessories | $113 | 76 | €84.58 |
| Food and beverage | $85 | 32 | Not published |
| Health and supplements / health and nutrition | $75 | 35 | €78.34 |
| Beauty and skincare / beauty and personal care | $69 | 39 | €68.22 |
| All stores or brands | $110 | 436 | €79.04 |
Shopify average order value percentiles and device
A median hides a long tail. A small group of stores with high-priced products pulls the average well above what most stores see.
Half of Shopify stores in the Littledata sample had an AOV below $110. To be in the top 10% a store needed $590 or more, 5.4 times the median. The top-20% line ($298) was 5.0 times the bottom-20% line ($60). A store at $80 is below the median but well inside the normal range.
Desktop orders are larger. The median desktop order was $113 against $104 on mobile, a gap of 8.7%. The gap widens at the top end. The top 20% of stores reached $350 on desktop and $264 on mobile. Larger carts also mean more chance of a lost sale at checkout, see our cart abandonment statistics.
Source: Littledata.
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The median average order value of Shopify stores was $110 in the 90 days to October 2026, according to Littledata.
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Shopify stores in the top 10% had an average order value of $590 or more in the 90 days to October 2026, according to Littledata.
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Shopify stores in the top 20% had an average order value of $298 or more in the 90 days to October 2026, according to Littledata.
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Shopify stores in the bottom 20% had an average order value of $60 or less in the 90 days to October 2026, according to Littledata.
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Shopify stores in the bottom 10% had an average order value of $45 or less in the 90 days to October 2026, according to Littledata.
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The top 10% of Shopify stores had an average order value 5.4 times the median in 2026, calculated by StatisticsGlobal from Littledata data.
How we calculated it: Top 10% threshold $590 / median $110 = 5.36, rounded to 5.4. Littledata, 436 Shopify stores, 90 days to 24 October 2026.
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The top-20% threshold for Shopify average order value was 5.0 times the bottom-20% threshold in 2026, calculated by StatisticsGlobal from Littledata data.
How we calculated it: Top 20% threshold $298 / bottom 20% threshold $60 = 4.97, rounded to 5.0. Littledata, 90 days to 24 October 2026.
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The median Shopify average order value on mobile was $104 in the 90 days to October 2026, according to Littledata.
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The median Shopify average order value on desktop was $113 in the 90 days to October 2026, according to Littledata.
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The median Shopify order on desktop was 8.7% larger than on mobile in 2026, calculated by StatisticsGlobal from Littledata data.
How we calculated it: Desktop median $113 / mobile median $104 = 1.0865, so 8.7% higher ($9). Littledata, 90 days to 24 October 2026; 426 desktop and 430 mobile stores.
| Measure | All devices | Mobile | Desktop |
|---|---|---|---|
| Bottom 10% | $45 | $45 | $40 |
| Bottom 20% | $60 | $58 | $60 |
| Median | $110 | $104 | $113 |
| Top 20% | $298 | $264 | $350 |
| Top 10% | $590 | $539 | $607 |
| Stores | 436 | 430 | 426 |
UK average order value by category
IRP Commerce publishes monthly AOV for 10 online retail categories in the UK and Ireland, from trading data on its platform.
Cars and motorcycling had the highest reliable AOV in UK and Ireland online retail in September 2026, at £243.95. Health and wellbeing had the lowest, at £52.90. A typical car parts order was 4.6 times a typical health order. The middle category sat at about £96.
IRP lists baby and child at £871.49, up 29.87% in a year. That is far above every other category and IRP does not explain it. It may reflect a few large orders such as prams or furniture in a small sample. We show it in the table but leave it out of the chart and the comparisons.
Five categories rose and five fell. Pet care fell most, by 22.56% to £88.92. Food and drink fell 11.57%. Cars and motorcycling rose 10.98% and kitchen appliances 10.59%. Monthly category figures move a lot, so treat one month's change with care.
Source: IRP Commerce.
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Cars and motorcycling retailers in the UK and Ireland had an online average order value of £243.95 in September 2026, according to IRP Commerce.
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Arts and crafts retailers in the UK and Ireland had an online average order value of £128.40 in September 2026, according to IRP Commerce.
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Food and drink retailers in the UK and Ireland had an online average order value of £122.23 in September 2026, according to IRP Commerce.
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Sports and recreation retailers in the UK and Ireland had an online average order value of £103.29 in September 2026, according to IRP Commerce.
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Pet care retailers in the UK and Ireland had an online average order value of £88.92 in September 2026, according to IRP Commerce.
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Fashion, clothing and accessories retailers in the UK and Ireland had an online average order value of £88.28 in September 2026, according to IRP Commerce.
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Toys, games and collectables retailers in the UK and Ireland had an online average order value of £65.54 in September 2026, according to IRP Commerce.
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Kitchen and home appliances retailers in the UK and Ireland had an online average order value of £57.74 in September 2026, according to IRP Commerce.
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Health and wellbeing retailers in the UK and Ireland had an online average order value of £52.90 in September 2026, according to IRP Commerce.
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Baby and child retailers in the UK and Ireland had an online average order value of £871.49 in September 2026, according to IRP Commerce.
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The middle UK and Ireland ecommerce category had an online average order value of about £96 in September 2026, calculated by StatisticsGlobal from IRP Commerce data.
How we calculated it: Median of the 10 category AOVs for September 2026 (52.90, 57.74, 65.54, 88.28, 88.92, 103.29, 122.23, 128.40, 243.95, 871.49): (88.92 + 103.29) / 2 = £96.11. Unweighted, as category sales are not published.
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Cars and motorcycling orders were 4.6 times the size of health and wellbeing orders in UK and Ireland ecommerce in September 2026, calculated by StatisticsGlobal from IRP Commerce data.
How we calculated it: Cars and Motorcycling AOV £243.95 / Health and Wellbeing AOV £52.90 = 4.61. Baby & Child (£871.49) is left out of this comparison because the figure is unusually high and IRP does not explain it.
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Five of the 10 UK and Ireland ecommerce categories tracked by IRP Commerce had a higher average order value in September 2026 than a year earlier, calculated by StatisticsGlobal from IRP Commerce data.
How we calculated it: Categories with positive year-on-year AOV growth, September 2026 vs September 2025: Baby & Child (+29.87%), Cars and Motorcycling (+10.98%), Kitchen & Home Appliances (+10.59%), Arts and Crafts (+6.67%), Sports and Recreation (+1.08%). The other 5 fell.
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Online average order value for cars and motorcycling in the UK and Ireland rose 10.98% from September 2025 to September 2026, according to IRP Commerce.
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Online average order value for kitchen and home appliances in the UK and Ireland rose 10.59% from September 2025 to September 2026, according to IRP Commerce.
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Online average order value for fashion, clothing and accessories in the UK and Ireland fell 2.09% from September 2025 to September 2026, according to IRP Commerce.
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Online average order value for food and drink in the UK and Ireland fell 11.57% from September 2025 to September 2026, according to IRP Commerce.
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Online average order value for pet care in the UK and Ireland fell 22.56% from September 2025 to September 2026, according to IRP Commerce.
| Category | September 2026 | September 2025 | Change |
|---|---|---|---|
| Baby and child | £871.49 | £671.04 | +29.87% |
| Cars and motorcycling | £243.95 | £219.82 | +10.98% |
| Arts and crafts | £128.40 | £120.37 | +6.67% |
| Food and drink | £122.23 | £138.23 | -11.57% |
| Sports and recreation | £103.29 | £102.19 | +1.08% |
| Pet care | £88.92 | £114.82 | -22.56% |
| Fashion, clothing and accessories | £88.28 | £90.16 | -2.09% |
| Toys, games and collectables | £65.54 | £72.07 | -9.06% |
| Kitchen and home appliances | £57.74 | £52.21 | +10.59% |
| Health and wellbeing | £52.90 | £56.71 | -6.73% |
European average order value trend
adtribute tracks the same panel of European DTC brands every month since July 2023. That makes it the best public series for how AOV is changing.
The median European DTC brand had an AOV of €79.04 in September 2026, up 13.2% from €69.85 a year earlier. Over three years it rose 18.3% from €66.80. The path was uneven. AOV rose in 2024, dipped 3.6% in 2025 and jumped in 2026.
All four industries adtribute reports grew in the year to September 2026. Beauty rose most, by 10%, and home and living least, by 3%. The middle half of brands sat between €66.99 and €99.66. These are nominal figures that include tax and shipping, so price rises and shipping fees are part of the growth.
Source: adtribute.
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The median European DTC brand had an average order value of €79.04 in September 2026, according to adtribute.
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The middle half of European DTC brands had an average order value between €66.99 and €99.66 in September 2026, according to adtribute.
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The median European DTC brand had an average order value of €78.26 in August 2026, according to adtribute.
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The median European DTC brand had an average order value of €69.85 in September 2025, according to adtribute.
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The median European DTC brand had an average order value of €72.47 in September 2024, according to adtribute.
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The median European DTC brand had an average order value of €66.80 in September 2023, according to adtribute.
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The median European DTC average order value rose 13.2% from September 2025 to September 2026, calculated by StatisticsGlobal from adtribute data.
How we calculated it: €79.04 (Sep 2026) / €69.85 (Sep 2025) = 1.1316, so +13.2%. adtribute rounds this to about 13%.
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The median European DTC average order value rose 18.3% from September 2023 to September 2026, calculated by StatisticsGlobal from adtribute data.
How we calculated it: €79.04 (Sep 2026) / €66.80 (Sep 2023) = 1.1832, so +18.3% over three years. The path was not smooth: €72.47 in Sep 2024, then €69.85 in Sep 2025.
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The median European DTC average order value fell 3.6% from September 2024 to September 2025, calculated by StatisticsGlobal from adtribute data.
How we calculated it: €69.85 (Sep 2025) / €72.47 (Sep 2024) = 0.9638, so -3.6%.
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The median average order value of European beauty and personal care DTC brands rose 10% in the year to September 2026, according to adtribute.
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The median average order value of European home and living DTC brands rose 3% in the year to September 2026, according to adtribute.
| Month | Median AOV | Change on a year earlier |
|---|---|---|
| September 2023 | €66.80 | - |
| September 2024 | €72.47 | +8.5% |
| September 2025 | €69.85 | -3.6% |
| September 2026 | €79.04 | +13.2% |
Black Friday average order value
Shopify publishes one AOV figure a year, the average cart over Black Friday-Cyber Monday. It is the largest public AOV sample.
The average cart at Shopify merchants over Black Friday-Cyber Monday 2025 was $114.70, up 5.7% from $108.56 in 2024. At constant currency the rise was only 2.4%, from $109.70 to $112.29. So currency moves explain more than half of the headline rise.
Sales grew 27% to $14.6 billion. Dividing sales by the average cart gives about 127 million orders, up about 20%. So most of the growth came from more orders, not bigger ones. More on the peak season in our Black Friday statistics.
The Black Friday cart was only about 4% above the everyday median store order of $110 in Littledata's 2026 data. That comparison is rough. Shopify gives an average across all orders, which large stores dominate. Littledata gives the median of 436 stores.
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The average cart price at Shopify merchants over Black Friday-Cyber Monday 2025 was $114.70, according to Shopify.
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The average Black Friday-Cyber Monday cart at Shopify merchants was $112.29 at constant currency in 2025, according to Shopify.
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The average cart price at Shopify merchants over Black Friday-Cyber Monday 2024 was $108.56, according to Shopify.
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The average Black Friday-Cyber Monday cart at Shopify merchants was $109.70 at constant currency in 2024, according to Shopify.
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The average Black Friday-Cyber Monday cart at Shopify merchants rose 5.7% from 2024 to 2025, calculated by StatisticsGlobal from Shopify data.
How we calculated it: $114.70 (2025) / $108.56 (2024) = 1.0566, so +5.7%. At constant currency: $112.29 / $109.70 = +2.4%. Both from Shopify BFCM releases.
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Shopify merchants made $14.6 billion in sales over Black Friday-Cyber Monday 2025, according to Shopify.
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More than 81 million shoppers bought from Shopify merchants over Black Friday-Cyber Monday 2025, according to Shopify.
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Shopify merchants took about 127 million orders over Black Friday-Cyber Monday 2025, calculated by StatisticsGlobal from Shopify data.
How we calculated it: $14.6 billion sales / $114.70 average cart = 127.3 million. Approximate: both inputs are rounded and unaudited, and a cart is treated as one order.
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Implied Black Friday-Cyber Monday orders at Shopify merchants grew about 20% from 2024 to 2025, calculated by StatisticsGlobal from Shopify data.
How we calculated it: 2025: $14.6bn / $114.70 = 127.3 million. 2024: $11.5bn / $108.56 = 105.9 million. 127.3 / 105.9 = 1.20. Sales grew 27%, so most of the growth came from more orders, not bigger ones.
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The 2025 Black Friday-Cyber Monday cart at Shopify merchants was about 4% above the 2026 everyday median Shopify store order, calculated by StatisticsGlobal from Shopify and Littledata data.
How we calculated it: $114.70 Shopify BFCM 2025 average cart / $110 Littledata median store AOV (90 days to 24 October 2026) = 1.043. Rough: one is an average across all orders, the other a median across 436 stores, from different periods.
| Measure | 2024 | 2025 | Change |
|---|---|---|---|
| Average cart price | $108.56 | $114.70 | +5.7% |
| Average cart, constant currency | $109.70 | $112.29 | +2.4% |
| Total sales | $11.5 billion | $14.6 billion | +27% |
| Implied orders (sales / average cart) | 105.9 million | 127.3 million | +20% |
How the sources measure average order value
There is no official AOV statistic. Every figure here comes from a commerce or analytics vendor using its own clients' data. All define AOV the same way, revenue divided by orders. They differ in what revenue includes, which stores they cover and whether they report a median or an average.
Littledata uses GA4 data from 436 Shopify stores over 90 days, converted to US dollars. It publishes medians and percentiles, and only for industries with 30 or more stores. Smaller sectors such as electronics and pet supplies are not shown. adtribute uses a balanced panel of European DTC brands on Shopify. It does not say how many. It reports gross AOV including tax and shipping, in euros.
IRP Commerce reports first-party trading data from retailers on its platform in the UK and Ireland. It does not give retailer counts per category, and these pages do not show an all-market AOV. Shopify's figure is an average cart across all its merchants over four days, a peak period with heavy discounts.
We did not use Dynamic Yield's AOV page. It gives a global AOV of $172 but no year, sample size or date, so we cannot say what period it covers. Triple Whale's benchmark pages could not be fetched for this update. For related store metrics, see our personalization statistics.
Frequently asked questions
What is a good average order value in 2026?
The median Shopify store had an average order value of $110 in the 90 days to October 2026, according to Littledata. A store above $298 was in the top 20%, and above $590 in the top 10%.
Which industry has the highest average order value?
Home and furniture had the highest median average order value in both the Littledata and adtribute 2026 benchmarks. Littledata put it at $211 for Shopify stores. adtribute put European home and living brands at €125.92.
Is average order value higher on desktop or mobile?
Desktop. The median Shopify store order was $113 on desktop and $104 on mobile in the 90 days to October 2026, according to Littledata. That is a gap of 8.7%, calculated by StatisticsGlobal.
Is average order value going up compared with last year?
Yes, in Europe. The median European DTC average order value rose 13.2% from €69.85 in September 2025 to €79.04 in September 2026, calculated by StatisticsGlobal from adtribute data.
What is the average order value in the UK?
It depends on the category. Online average order value in the UK and Ireland ranged from £52.90 for health and wellbeing to £243.95 for cars and motorcycling in September 2026, according to IRP Commerce. The middle category was about £96.
What is the average order value on Black Friday?
The average cart price at Shopify merchants over Black Friday-Cyber Monday 2025 was $114.70, according to Shopify. That was up 5.7% from $108.56 in 2024, calculated by StatisticsGlobal.
Sources
- Littledata, Average Order Value by Industry (2026), 28 October 2026. Link · Saved data copy
- adtribute, Average Order Value (AOV) in E-Commerce: DTC Benchmark, monthly, September 2026 data, retrieved 26 October 2026. Link · Saved data copy · Licence: Figures may be cited with attribution and a link. (c) adtribute GmbH
- Shopify, Shopify Merchants Achieve Record-Breaking $14.6 Billion in Black Friday-Cyber Monday Sales, 2 December 2025. Link · Saved data copy
- IRP Commerce, eCommerce Market Data, Sports and Recreation (category AOV table), monthly, September 2026 data, accessed 28 October 2026. Link · Saved data copy · Licence: Free to use with credit: Source: IRP Commerce
- Shopify, Shopify merchants drive record-high $11.5 billion in sales over Black Friday-Cyber Monday, 2 December 2024. Link · Saved data copy
Changes to this page
- : Page published with Littledata data to October 2026, IRP Commerce and adtribute data to September 2026 and Shopify BFCM data to 2025.