Average Order Value (AOV) in E-Commerce: DTC Benchmark

For the DTC brands in our panel, the median average order value is €78.25 as of August 2026, up about 5 percent from €74.83 a year earlier, and the middle half of brands sits between €64.27 and €104.35. By industry, the median ranges from €67.31 in beauty & personal care to €138.34 in home & living. Values are gross Shopify order totals including tax and shipping.

Latest medians: beauty & personal care €67.31, health & nutrition €77.57, fashion & accessories €82.78, home & living €138.34. Price point and basket composition drive the spread, which is why home & living has the largest baskets. The all-industries median is €78.25.

One that pays back what a customer costs to acquire. At the median AOV of €78.25 and a 60 percent gross margin, a first order earns about €46.95 of gross profit, against a median blended CAC of €40.84. A value below €64.27 puts a brand in the lowest quarter of the panel, above €104.35 in the highest quarter. Category drives the level far more than tactics.

Bundles and multi-packs, a free-shipping threshold set about 20 to 30 percent above the current AOV, volume discounts, and cart or post-purchase upsells of complementary products. Price increases raise AOV too but can cost conversion rate, so read AOV together with conversion rate and repeat rate rather than on its own.

The panel's median moved from €61.42 in July 2023 to €78.25 in August 2026. Price increases, bundles and higher free-shipping thresholds all push baskets up, and rising acquisition costs give brands a reason to use them: a larger first order is the fastest way to pay back a more expensive customer.

It is aggregated from the connected ad accounts, first-party tracking and Shopify orders of a subset of adtribute customers, all direct-to-consumer brands. The panel is balanced, the same brands in every month since July 2023, so the line moves because the market moved, not because the panel changed. Only medians and quartile bands are published, never a single brand's value, and the series updates every month.