In the rapidly changing landscape of e-commerce, pursuing fleeting metrics such as traffic spikes or temporary conversions won’t bring long-term success. Rather, creating real value—and tracking it with a fundamental metric such as Average Order Value (AOV)—is what distinguishes successful companies from the pack.

A climbing AOV indicates growing trust and heightened commitment from your customers, whether you deal in B2B accounts or direct shoppers.

Yet many common AOV tactics—deep discounts, flash sales—may boost short-term revenue but erode margins and brand equity over time.

This playbook offers a sustainable, strategic path for e-commerce professionals across B2B and B2C. Across four universal principles, you’ll gain actionable insights to create a superior customer experience that naturally drives higher average order value.

Play 1: Build a Dynamic Pricing Foundation

Pricing remains the single most powerful lever to influence buying behavior. Static, uniform pricing is outdated; today’s customers respond to dynamic, value-driven pricing models that reward commitment and scale.

B2B Strategy: Reward Volume and Long-Term Value

In the B2B world, purchasing decisions are driven by operational efficiency and budget considerations. Implementing tiered pricing and quantity breaks directly rewards clients for larger orders by decreasing per-unit costs as order quantities climb.

• • • Example: A production supplier can provide a 5% discount for purchases exceeding 500 units and 10% off for those exceeding 1,000 units, incentivizing customers to stock up more effectively.

    • Establishing Minimum Order Quantities (MOQ) or Minimum Order Values (MOV) ensures transactions are profitable while opening up benefits such as free shipping or accelerated logistics.

These marks serve as signposts, rather than roadblocks, guiding customers towards worthwhile transaction sizes.

B2C Strategy: Reward Engagement and Loyalty

For consumer brands, the parallel of contract pricing is a strong loyalty program with status levels, like Silver, Gold, and Platinum membership. Members receive special discounts, early access to products, or free shipping, encouraging repeated interactions and more spending consolidation.

• • • According to Shopify data, savvy free shipping tiers can boost AOV by as much as 30%, converting would-be cart abandonments into completed, more substantial sales.

    • New strategies involve dynamic pricing that adjusts offers in real-time on the basis of unique shopping habits, goading consumers to spend just sufficient to qualify for perks.

Play 2: Supercharge Growth with AI Personalization

If price is the anchor, personalization is the engine. Current AI capabilities enable e-commerce sites to become proactive, individualized buying advisors, foretelling and directing customer requirements before they ever occur.

B2B Strategy: Predictive Procurement and Customization

AI converts B2B portals into extremely effective and tailored experiences. Catalogs are customized on the basis of previous purchases and industry, concealing non-relevant SKUs and emphasizing compatible supplies.

• • • Example: An equipment reseller may present replacement parts particular to machines a client possesses.

    • Predictive scripts also examine purchase cycles further, reminding clients when key consumables are up for reorder.

This smooth, automated interaction streamlines workflows and introduces natural upsell opportunities, increasing AOV steadily in the long run.

B2C Strategy: Personal Curation and Discovery

In saturated consumer markets, personalization powered by AI is the way to cut through the clutter. Sites dynamically update homepages and category pages to mirror individual browsing and buying history, rendering a “store for one.”

• • • Example: Sephora employs AI to go beyond generic “people who bought this also bought” suggestions to predictive discovery—suggesting products customers will adore based on subtle preferences.

    • Based on McKinsey studies, high-performing companies in advanced personalization drive 40% more revenue from this activity compared to their competitors.

    • Mobile app personalization is becoming ever more crucial as mobile commerce continues to expand fast and mobile consumers tend to be more engaged when suggestions seem personal.

Play 3: Engineer Intelligent Bundles and Solutions

Customers don’t purchase products—they purchase solutions. Bundling not only reduces complexity but also enhances perceived value, which inevitably raises total spend.

B2B Strategy: Complete, Integrated Solutions

B2B customers value simplified product packages that minimize complexity. Providing “solution-oriented” bundles, like an IT Starter Kit with laptops, monitors, docking stations, and cables, saves time and mental effort.

Additionally, combining high-margin services—installation, gold support contracts, training—forms strategic partnerships and drives revenue past single transactions.

• • • Examples from top suppliers illustrate bundling services with hardware can boost AOV by 15-25% based on convenience and lifecycle value.

B2C Strategy: Value-Added Protection and Curated Kits

Shoppers are drawn to convenience and consistent product sets. Curation such as “Work From Home Setup” or “5-Step Skincare Routine” streamlines buying experiences and exposes consumers to complementary items.

The inclusion of value-added services, e.g., extended warranties (AppleCare+ being a standout), increases customer confidence and transaction value.

• • • Studies show that protection plans can add 15-25% to average transaction value, as customers view them as risk-reducing investments.

Play 4: Create a Frictionless Buying Process

Even great pricing, personalization, and bundling will be inadequate if the buying process is clunky. Friction is lethal to order size and frequency.

B2B Strategy: Drive Repetitive Purchases Automated

B2B purchasing is typically repetitive and cyclical. Capabilities such as one-click ordering, readily available order histories, and accommodating payment terms—such as Purchase Orders and Net 30/60/90 terms—keep pace with delays or reduce order size barriers. These ‘Net’ terms simply mean that the invoice is due in 30, 60, or 90 days from the date of the invoice, offering crucial credit and flexibility to businesses.

Tiered-permission multi-user account portals make approvals easier and eliminate bottlenecks in sophisticated procurement processes.

• • • Studies indicate streamlined portal-adopting companies experience cart abandonment rates increase by up to 22%, which benefits average order value and customer loyalty.

B2C Strategy: Convenience in Reordering and Payment

Subscription formats such as Amazon’s “Subscribe & Save” convert one-time sales into recurring revenue streams and drive lifetime customer value up.

Small discounts on automated repeated delivery of consumables such as coffee or personal care items can drive AOV substantially.

“Buy Now, Pay Later” (BNPL) choices at checkout enable consumers to make bigger commitments by breaking payments into interest-free installments.

• • • Shopify reported a 50% increase in Average Order Value after integrating BNPL with Shop Pay.

Emerging Trends to Watch

To get ahead in 2025 and beyond, look to these changing strategies:

• • • Mobile Commerce Integration: Today, mobile users account for most e-commerce traffic. Mobile-optimized shopping experiences and customized push messages can produce 10-20% greater average order value  in mobile-first channels.

    • AI-Driven Dynamic Pricing: Real-time price modification based on demand, stock, and customer actions is becoming increasingly prevalent, balancing competitiveness with profitability.

    • Sustainability and Ethical Bundling: Growing numbers of customers appreciate environmentally friendly product choices bundled with carbon offset schemes, which can support higher prices and stimulate higher baskets.

The Final Takeaway

Doubling your Average Order Value isn’t a hasty hack; it’s a strategic, customer-focused approach.

Through constructing clever prices, leveraging AI-driven personalization, designing smart bundles, and constantly eliminating friction, you build a robust and profitable online store.

Begin with an examination of your existing platform: where are the holes? Which play will you move on first to drive enduringly growing transactions and richer customer relationships in 2025?