7 Common Mistakes Shopify Merchants Make When Boosting AOV

Common Mistakes Shopify Store Owners Make with Average Order Value (AOV)

Average Order Value (AOV) is a key metric for Shopify stores, calculated as total revenue divided by the number of orders. While many merchants focus on boosting it through tactics like upsells and bundles, several pitfalls can undermine efforts or even hurt profitability. Here are the most common mistakes, based on insights from Shopify experts and e-commerce analyses:

1. Relying solely on mean AOV without considering modal order value

The traditional AOV (mean) can be skewed by a few high-value outlier orders, masking that most customers spend much less. For example, in Shopify's demo store, the mean AOV is $24, but the most common (modal) order is only $15. Setting incentives like free shipping thresholds based on the inflated mean can miss opportunities to nudge the majority of buyers.

Fix: Use modal order value for realistic thresholds—aim for incremental adds that target common order sizes.

2. Assuming higher AOV always means higher profits

Boosting AOV through deep discounts, low-margin bundles, or aggressive upsells can increase order sizes but erode margins. Experts like Taylor Holiday from Common Thread Collective warn that AOV alone isn't a reliable profitability indicator.

Fix: Prioritize strategies that maintain or improve margins, such as value-based bundling over heavy discounting.

3. Not segmenting offers for new vs. returning customers

Pushing aggressive upsells or premium bundles on first-time buyers can damage trust and increase cart abandonment. New customers need simpler, low-risk options, while loyal ones respond better to exclusives.

Fix: Tailor recommendations—use basic bundles for newcomers and advanced upsells for repeats.

4. Setting unrealistic free shipping or incentive thresholds

Thresholds too far above the typical order value (e.g., $100 when modal AOV is $50) feel unattainable, leading to abandoned carts. Conversely, thresholds too low don't drive adds.

Fix: Set thresholds 20-30% above your modal AOV (e.g., $65-75 for a $50 modal) to make them achievable yet motivating.

5. Failing to test and iterate AOV strategies

Many merchants implement upsells, bundles, or thresholds once and forget them, missing shifts in customer behavior or seasonal changes. Untested tactics can underperform or annoy shoppers.

Fix: Regularly A/B test offers using Shopify Analytics and tools like Google Optimize.

6. Overcomplicating bundles or discount rules

Confusing bundle configurations (e.g., unclear savings, complex eligibility) frustrate customers and reduce uptake. Incorrect discount setups in Shopify can also lead to errors or lost margins.

Fix: Keep offers simple, clearly display savings, and thoroughly test bundle displays on mobile/desktop.

7. Being too aggressive or pushy with upsells/cross-sells

Overloading pages with irrelevant or repetitive recommendations feels salesy, eroding trust and lowering conversions.

Fix: Focus on relevant, personalized suggestions (e.g., frequently bought together) and limit offers per page.

Avoiding these pitfalls leads to sustainable AOV growth that supports long-term profitability. Track progress in Shopify's Analytics dashboard, and combine with other metrics like customer lifetime value for a fuller picture.