What Is Average Order Value?
Average order value (AOV) measures how much customers spend on average per transaction. It is calculated by dividing total revenue by the number of orders in a given period. For example, if a store generates £50,000 from 500 orders in a month, the AOV is £100.
Increasing AOV is one of the most efficient ways to grow revenue because it requires no additional customers - it simply extracts more value from existing transactions. Combined with conversion rate improvement, AOV growth compounds quickly.
How Visual Content Increases AOV
Rich visual content, particularly shoppable imagery and video, increases AOV by facilitating product discovery within a session. When a customer sees a styled lifestyle image showing a sofa, rug, cushions, and lamp together - all shoppable - they may add multiple items to their cart rather than just the sofa they initially came to buy.
Bryft's shoppable photos and videos are specifically designed for this effect: by presenting complementary products in context, they encourage basket-building that lifts AOV organically.
Strategies to Increase AOV
- Use shoppable lifestyle imagery to showcase product bundles and complementary items
- Implement "frequently bought together" recommendations on PDPs
- Offer free shipping above a threshold just above current AOV
- Create product bundles with a slight price advantage over individual purchases
- Use upsell messaging at checkout (premium variants, accessories)
Real-World Example
A furniture brand integrates shoppable room-scene videos on their product pages, tagging all visible items. The AOV of customers who interact with a shoppable video is £487, compared to £312 for customers who only view standard product images - a 56% higher AOV attributable to multi-product discovery in the shoppable video.