The average WooCommerce order value in 2025 was $105. That figure comes from Metorik's analysis of 65M+ orders ($6.6B+ in revenue) across 6,000+ WooCommerce stores. But a single number hides most of what matters: AOV swings widely by device, payment method, shipping, customer type, and even the day of the week. Here are the benchmarks that let you judge your own store against real data.
The headline number
Across all stores, the weighted-average order value was $105. "Weighted" means every order is pooled together, so high-volume stores pull the figure toward their own behavior. Measured a different way — the median of each store's own AOV — the typical store lands close to this, but the two methods diverge sharply once you segment by customer type (more on that below).
AOV by device
Device | Share of orders | Average order value |
|---|---|---|
Desktop | 28% | $167 |
Mobile | 72% | $71 |
Desktop orders are worth 2.3x more than mobile orders. Mobile dominates volume, but desktop still dominates spend — a gap worth remembering before you treat a mobile-heavy traffic mix as a problem.
AOV by payment method
Gateway | Average order value |
|---|---|
Bank Transfer | $281 |
Stripe | $119 |
PayPal | $101 |
WooPayments | $82 |
Bank Transfer orders run nearly 3x the overall average — typically B2B, wholesale, or high-ticket buyers who are comfortable with manual payment. WooPayments sits lowest, likely because it's the default for many new, smaller stores.
AOV by shipping and customer type
Free shipping vs paid: free-shipping orders average $123 vs $80 for paid (per-store median).
New vs returning: at the typical store, returning customers spend $108 vs $99 for new customers (per-store median). On a weighted average this reverses to $94 returning vs $117 new — a reminder that aggregate stats can hide your store's real retention economics.
Cross-currency: orders placed in a non-default currency average $125 vs $105 in the store's home currency.
So what's a "good" AOV?
There's no universal target — a $40 AOV can be healthy for a high-frequency consumable and unhealthy for furniture. The useful move is to benchmark against your own segments: compare your desktop vs mobile AOV to the 2.3x gap above, check whether returning customers actually spend more at your store (many assume they do without checking), and test whether your free-shipping threshold is lifting AOV or just absorbing low-value orders.
FAQ
What is the average order value for a WooCommerce store?
The average WooCommerce order value in 2025 was $105, based on Metorik's analysis of 65M+ orders across 6,000+ stores.
Is desktop or mobile AOV higher?
Desktop is far higher: $167 vs $71 on mobile, a 2.3x gap, even though 72% of orders are placed on mobile.
Which payment method has the highest average order value?
Bank Transfer, at $281 — nearly 3x the overall average — followed by Stripe ($119), PayPal ($101), and WooPayments ($82).
Do returning customers spend more than new customers?
At the typical store, yes ($108 vs $99 by per-store median), but the gap reverses on a weighted average, so it's worth checking your own store rather than assuming.
Methodology
Based on 65M+ WooCommerce orders ($6.6B+ in revenue) placed in 2025 across a randomized sample of 6,000+ stores using Metorik. Figures use either a weighted average (all orders pooled) or a per-store median (each store weighted equally), as noted. Full data: the 2026 Metorik Insights for WooCommerce report and the key statistics page.
Want to see your own AOV broken down by device, gateway, shipping, and customer type? That's exactly what Metorik's analytics and reports do for WooCommerce and Shopify stores.
