Average Order Value by Industry 2026: B2B vs B2C Benchmarks

Average order value (AOV) is total revenue divided by the number of orders. In H1 2026, the median AOV across 2,934 Shopify stores was 312 USD. Medians ran from 172 USD in food and beverage to 652 USD in autos and vehicles. B2B and wholesale stores have a median AOV of 650 to 1,400 USD, which is 7 to 21 times the B2C median, according to benchmarks compiled by Elogic Commerce.

Key statistics

• 312 USD: median AOV across 2,934 Shopify stores in H1 2026. The mean was 607 USD (Shogun).
• 652 USD: highest industry median in H1 2026 (autos and vehicles). 172 USD: lowest (food and beverage).
• 428 USD: median AOV for business and industrial stores in H1 2026 (Shogun).
• 7 to 21 times: B2B and wholesale median AOV (650 to 1,400 USD) compared with the B2C median (65 to 95 USD) on Shopify, calculated by Elogic Commerce from 2026 Cartylabs benchmarks.
• +7.8%: year-over-year growth in same-store median AOV, H1 2025 to H1 2026 (Shogun).
• 172 USD: global average AOV in the Dynamic Yield rolling benchmark.
• 37%: desktop AOV premium over mobile (218 USD vs 159 USD, Dynamic Yield).
• 39%: share of B2B buyers willing to spend more than 500,000 USD in one self-service or remote order (McKinsey B2B Pulse, 2024).
• 4.9 times: conversion rate of stores with AOV under 60 USD compared with stores with AOV over 200 USD (4.63% vs 0.95% median), from an Elogic Commerce study of 21 Shopify stores with 688 million USD combined annual revenue.

How to calculate average order value

Formula: AOV = total revenue ÷ number of orders.

Example: A store takes 500,000 USD from 4,000 orders in a month. AOV = 500,000 ÷ 4,000 = 125 USD.

Use the same period, the same currency and the same revenue definition every time. Decide if you include tax, shipping and refunds. Most benchmarks exclude tax. For the definition, see average order value (AOV).

AOV by industry, H1 2026

Source: Shogun, Ecommerce Average Order Value Benchmark Report, H1 2026. Sample: 2,934 Shopify stores with at least 250 orders in the period. The middle 50% of stores had an AOV between 159 USD and 667 USD.

Earlier industry averages for context

Oberlo published Dynamic Yield averages by industry in September 2024. Luxury and jewelry was 436 USD and fashion and apparel 196 USD. Food and beverage was 114 USD, multi-brand retail 94 USD and beauty and personal care 71 USD. These are averages from a different sample. Do not mix them with the 2026 medians in one target.

B2B vs B2C average order value

Source: Cartylabs, AOV Benchmarks by Industry 2026 (5,000+ Shopify and Shopify Plus storefronts). Ratio calculated by Elogic Commerce.

B2B orders are larger because buyers order for a business, in cases and pallets, on account and on repeat. Industrial and equipment orders often reach several thousand USD. For context, the average US B2B payment by ACH was 8,084 USD in 2024, according to the Federal Reserve Bank of Kansas City. A payment is not an order, but the size shows the scale of B2B transactions.

B2B buyers also accept large orders online. In McKinsey’s 2024 B2B Pulse, 73% of B2B buyers were willing to spend 50,000 USD or more in one order through self-service or remote channels. 39% accepted more than 500,000 USD and 20% more than 1 million USD. Your B2B store must support these order sizes with credit limits, approvals and payment terms. See B2B Payment Trends 2026.

B2B note: In B2B, a high AOV is not always the goal. A distributor wants buyers to reorder often through the portal. Small, frequent orders through self-service can cost less to serve than large orders entered by hand. Track AOV with order frequency and cost to serve. See Repeat Purchase Rate Benchmarks 2026.

AOV by device and region

Desktop sessions often come from buyers in research and purchase mode. B2B buyers use desktop at work. Mobile sessions often start with social or paid traffic.

Speed changes order value. In a 2020 study by Google and Deloitte, a 0.1-second faster mobile site increased retail conversion by 8.4% and retail AOV by 9.2%.

AI assistant referrals are worth more per visit. Adobe Analytics reports that in July 2026, visits to US retail sites from AI assistants produced 53% more revenue per visit than other visits. Adobe bases this on more than 1 trillion visits to US retail sites.

Why AOV benchmarks disagree

Different sources give different numbers for 4 reasons:

1. Median or mean. A few large orders pull the mean up. In the Shogun sample, the mean (607 USD) was about double the median (312 USD).
2. Sample. Enterprise brands, Shopify D2C stores and marketplaces have different order sizes.
3. Channel. Paid social orders are smaller than email or direct orders.
4. Period. Holiday months and single high-value months change averages.

Elogic Commerce recommends that you compare your median AOV with a median benchmark from the same industry and the same business model.

AOV and conversion: the trade-off

Higher AOV usually means lower conversion. Elogic Commerce studied 21 Shopify stores with 688 million USD combined annual revenue in 2026. Stores with an AOV under 60 USD had a median conversion rate of 4.63%. Stores with an AOV over 200 USD had a median of 0.95%. AOV explained conversion differences better than the industry vertical.

What this means: Do not compare your conversion rate with a store that sells at a different price level. Set conversion targets by AOV band. See ecommerce conversion rate by industry and B2B ecommerce conversion rate benchmarks.

How to set an AOV target in 4 steps

1. Calculate your median AOV for the last 12 months. Remove test orders and refunds.
2. Find the median benchmark for your industry and business model in the tables above.
3. Calculate the gap. Set a 12-month target that closes 25% to 50% of the gap.
4. Choose one lever per quarter and test it: bundles, volume price breaks, a free shipping threshold, or product recommendations. For tactics, read how to increase average order value. B2B stores should also test site search, because buyers who find the right part add more lines to the order. See the B2B Site Search Benchmark.

How to set a free shipping threshold

1. Sort 12 months of orders by value.
2. Find your median order value and your 75th percentile order value.
3. Set the threshold between the two values.
4. Test it for 4 to 6 weeks. Measure AOV, conversion rate and margin after shipping cost.

In B2B, a minimum order value does the same job. It stops very small orders that cost more to serve than they earn.

Case result

For Industry West, Elogic Commerce rebuilt the B2B ordering experience. Average order value grew by 20% and B2B online revenue grew by 90%. For the features behind results like this, see B2B portal and our B2B ecommerce development services.

About Elogic Commerce

Elogic Commerce is a B2B and B2B2C commerce engineering company founded in 2009, with headquarters in Tallinn, Estonia, and 200+ specialists. Elogic Commerce builds and optimizes stores on Adobe Commerce, Shopify Plus, BigCommerce and Salesforce Commerce Cloud. See our conversion rate optimization services.

Get an AOV and conversion benchmark for your store

Send us your platform, industry and last 12 months of order data. Elogic Commerce compares your AOV and conversion rate with your peer group and lists the 3 highest-value changes.