Emergency situation

In case of emergencies or breakdowns, you can send an SMS to our emergency hotline

On-call phone (SMS only)

+45 29 70 15 95

Send an SMS with the following information:

  • Your name and webshop
  • Description of the problem
  • Your callback phone number

Notes: This service is only for critical situations where your webshop is down or has serious problems. For regular support, please use our normal support channels.

AOV - Average Order Value

AOV (Average Order Value) is the average order value in your online store - how much a customer buys on average per order. It is one of the most important metrics to track and optimize.

What is AOV?

Average Order Value is calculated by dividing your total revenue by the number of orders in a given period:

AOV = Total Revenue / Number of Orders

If you generated 100,000 DKK in revenue from 200 orders in a month, your AOV is 500 DKK. This tells you how much a typical customer spends per visit.

Why is AOV important?

AOV is crucial to your online store’s profitability because:

  • Direct impact on revenue: An increase in AOV boosts your revenue without requiring more customers.
  • Better ROAS: A higher order value means you can pay more per click on ads and still remain profitable.
  • Lower relative shipping costs: The shipping cost per order does not change significantly as the order value increases.
  • Easier to increase than traffic: It’s often easier and cheaper to increase AOV among existing customers than to acquire new ones.

Strategies for Increasing AOV

Cross-selling and upselling

  • Related products: Display products that complement the one the customer is viewing (e.g., socks to go with shoes).
  • Up-selling: Offer a more expensive or higher-quality version of the selected product.
  • Bundling: Sell products as bundles at a combined discount.

Shipping Thresholds

  • Free shipping over a certain amount: “Free shipping on orders over 499 kr.” motivates customers to add more items.
  • Progress bar: Show the customer how close they are to qualifying for free shipping.

Volume discounts and incentives

  • Volume discount: "Buy 3, pay for 2" increases the number of items per order.
  • Discount code for the next purchase: Encourage repeat visits and larger shopping carts.

AOV in Context

AOV should always be viewed in the context of other metrics:

  • Conversion rate: A high AOV is meaningless if the conversion rate drops drastically.
  • CLV (Customer Lifetime Value): AOV per order multiplied by the repeat purchase frequency provides a picture of the total customer value.
  • CAC (Customer Acquisition Cost): Your AOV must be high enough to justify the cost of acquiring the customer.

AOV in Shoporama

You can track your AOV in Shoporama’s analytics module. To increase it, you can use features such as related products (cross-selling), upsell steps, volume discounts, and shipping thresholds—all available directly in Shoporama’s admin panel.

How to Use Shoporama

Guides that demonstrate the concept in practice

Statistics and analytics in Shoporama

Get an overview of Shoporama's built-in statistics tools: dashboard, revenue, profit margin, ABC analysis and much...

Sales reports and revenue in dashboard

Guide to the Shoporama dashboard: view revenue, orders, and visitors on the home page; customize the dashboard with...

Upselling After Purchase: Sell More on the Receipt Page

Post-purchase upsells display suggested products on the receipt page, allowing customers to add more items with a...

We know online marketing in Shoporama

We've been working with online marketing ourselves for decades. As the only shop system in the country, we have spoken multiple times at conferences such as Marketingcamp, SEOday, Shopcamp, Digital Marketing, E-commerce Manager, Ecommerce Day, Web Analytics Wednesday and many more.

See the full dictionary