Average Order Value by Ecommerce Product Category
Last updated September 12, 2026
A sourced reference of real average order value (AOV) figures across ecommerce product categories, compiled directly from public company SEC filings, investor releases, and earnings calls. Every figure below links to its original source. Categories where the representative public company reports a different metric, or only a percentage change without a dollar base, are listed separately rather than substituted in as if they were the same thing.
“Average order value” turned out to be a less consistently disclosed metric than expected. Several well-known public companies report a related but genuinely different number, an annual per-customer spending figure driven by repeat purchases or subscriptions, rather than a per-order AOV. We treat that distinction as real rather than cosmetic: an annual per-customer figure and a per-order figure answer different questions, and blending them into one number would misrepresent both.
Methodology
We identified a publicly traded company representative of each category and pulled a disclosed average order value figure, defined as net revenue divided by number of orders in a given period, directly from its most recent SEC filing, investor press release, or earnings call transcript. We only published a figure where the company itself disclosed a dollar amount, not a percentage change alone.
Categories where the representative company discloses a different metric entirely (typically an annual per-customer spending figure, since several public ecommerce companies now report engagement and repeat-purchase data instead of per-order AOV) are listed separately as unverified for this specific metric, rather than having that different number relabeled as AOV.
Verified Categories
Each figure traces to a public company's own disclosed dollar amount for average order value.
Luxury Resale
Highest AOV measuredThe RealReal: $641 (FY2025)
The RealReal's average order value rose 11% to $641 for full year 2025, continuing a multi-year climb driven by a mix shift into higher-value categories including watches, jewelry, and handbags. Luxury resale carries a structurally higher AOV than nearly any other ecommerce category because the underlying goods themselves, authenticated luxury items, carry a high per-unit price even at a resale discount to original retail. The trend itself is worth noting alongside the number: AOV growth here has come from customers buying pricier categories, not just paying more for the same mix of goods.
Furniture & Home Goods
High, and growingWayfair: $312 (FY2025)
Wayfair's average order value ran $312 for full year 2025, up from $300 in 2024, and $301 in the fourth quarter of 2025 specifically, up from $290 a year earlier. Furniture and large home goods carry a naturally high AOV because individual items are expensive and customers often buy multiple pieces in a single order to furnish a room or complete a set, a very different purchase pattern than a single-item impulse buy in a lower-ticket category.
General Merchandise & Home Essentials
Moderate, recoveringBeyond, Inc.: $219 (Q2 2025)
Beyond, Inc., which owns Overstock and Bed Bath & Beyond, reported average order value of $219 in Q2 2025, up 7.2% from $204 in Q2 2024 and up 13% sequentially from $194 in Q1 2025. Management attributed the sequential improvement to seasonal AOV gains alongside order-volume growth. This category sits meaningfully below furniture-specific retailers like Wayfair despite overlapping categories, reflecting a broader mix that includes lower-ticket kitchen and bedding items alongside furniture.
Meal Kits & Food Subscription
Lowest AOV measuredBlue Apron: $62.99 (Q1 2022)
Blue Apron formally defined and reported Average Order Value in its own SEC filings, calculated as net revenue from meal, wine, and market products divided by the number of orders. The company's last publicly reported figure, $62.99 in Q1 2022, up from $61.63 a year earlier, reflects a subscription box model built around a fixed number of meals per delivery rather than an open-ended cart a customer fills themselves, which structurally caps how high a single order's value can climb. Blue Apron was acquired by HelloFresh in 2023 and delisted, so this is the most recent SEC-filed figure available for this category rather than a current one, flagged honestly as dated rather than presented as current.
Blue Apron was acquired by HelloFresh in 2023 and no longer files separately with the SEC, so this figure is from the company's last available public filing, not a current-year number.
Categories We Couldn't Verify Yet
These categories are represented by public companies that either disclose a different metric (an annual per-customer figure rather than per-order AOV) or only a percentage change without a dollar base.
Pet Products
Chewy does not disclose a per-order average order value. Its comparable disclosed metric is Net Sales Per Active Customer (NSPAC), an annual per-customer spending figure driven heavily by its Autoship subscription program (83.3% of fiscal 2025 net sales), not a per-transaction number. Reporting NSPAC as if it were AOV would conflate an annual spend metric with a per-order one, a meaningfully different thing for a subscription-heavy business.
Handmade & Marketplace Goods
Etsy discloses Gross Merchandise Sales (GMS) per active buyer on a trailing-twelve-month basis ($125, down 3.5% year over year), an annual per-buyer figure across a buyer's total purchases, not a per-order AOV. Etsy does not separately break out a per-transaction average order value in its investor disclosures.
Apparel (Subscription Styling)
Stitch Fix reports Average Order Value growth only as a percentage ("rose nearly 10% year over year") without disclosing the underlying dollar figure in recent earnings materials, and separately reports Net Revenue Per Active Client (RPAC, $559 in Q1 FY2026), an annual per-client metric, not a per-order one. Without a disclosed base dollar amount, the percentage change alone isn't enough to publish a reliable figure here.
Apparel (Specialty Retail)
Torrid discloses Net Sales Per Active Customer ($306 for the fiscal year ended February 3, 2024), an annual metric, alongside units-per-transaction as a basket-size indicator, but does not separately disclose a per-order average order value in dollars.
Eyewear & Health
Warby Parker discloses Average Revenue Per Customer ($324 for fiscal 2025, up from $263 in fiscal 2022), explicitly defined as a per-customer figure reflecting purchases like eye exams and lens upgrades bundled together, not a per-order average order value.
General Apparel (Workwear)
Duluth Trading reports average order value change only as a percentage ("rose 2.4% in the direct ecommerce channel" in Q2 2026) without disclosing the underlying dollar base in its public earnings materials, so no reliable current dollar figure could be sourced.
Gifting & Flowers
1-800-Flowers reports average order value change only as a percentage ("a 5.5% increase in average order value" for fiscal 2026) without disclosing the underlying dollar figure in its earnings call materials or press releases we reviewed.
Limitations
Every figure on this page comes from a company large enough to be publicly traded, with a broader catalog, more established brand recognition, and different customer behavior than a small independent store selling in the same category. AOV is also highly sensitive to a store's specific product mix and price points, two stores in the same broad category can have very different AOVs depending on whether they sell primarily entry-level or premium items. Treat these figures as a directional reference point, not a target to match.
What This Means for Your Own Store
AOV by itself doesn't tell you whether a price is right, a higher AOV isn't automatically better if it came from raising prices past what customers will actually bear. The more useful question is whether your current prices, and the average order value they produce, are backed by evidence of what your specific customers will actually pay. Our companion page on gross margin by category covers the profitability side of that same order, and our page on price elasticity by category covers how sensitive customer demand actually is to a price change in your specific category. Zorin fits a demand model to your own sales history so a price change is grounded in your own customers' behavior rather than a category average.
See what your own customers actually pay, not a category average.
Start free trialFrequently Asked Questions
What is a good average order value for an ecommerce store?
It depends entirely on category. Based on the sourced data on this page, public companies report AOV ranging from about $63 (meal kit subscriptions) to $641 (luxury resale). A single-item, low-ticket category will always show a lower AOV than a category where customers routinely buy multiple expensive items per order, that difference reflects the product category, not store quality.
Which ecommerce categories have the highest average order value?
Based on the sourced data on this page, luxury resale (The RealReal, $641) and furniture and home goods (Wayfair, $312) show the highest average order values, both categories where individual items are expensive and customers often purchase multiple items per order.
Does every company report average order value the same way?
No. Several companies we researched (Chewy, Etsy, Stitch Fix, Torrid, Warby Parker) report a related but different metric, an annual per-customer spending figure, rather than a per-order AOV. Others (Duluth Trading, 1-800-Flowers) disclose only a percentage change without the underlying dollar figure. We list these separately rather than treating a different metric as if it were AOV.
Why is Blue Apron's figure from 2022?
Blue Apron was acquired by HelloFresh in 2023 and stopped filing separately with the SEC. Its Q1 2022 figure is the most recent publicly available, SEC-sourced average order value disclosure for the meal-kit category, flagged honestly as dated rather than presented as current.
How often is this page updated?
We revisit this page periodically to refresh figures as companies report new quarterly or annual results, and to add categories as verifiable per-order AOV disclosures become available. The page shows a last-updated date at the top.
How to Cite This Page
Zorin. “Average Order Value by Ecommerce Product Category.” Updated September 12, 2026. https://www.tryzorin.com/research/average-order-value-by-product-category