Average Order Value (AOV) is one of the most important metrics for e-commerce advertisers running Facebook campaigns. It tells you how much customers spend per transaction, giving you a clear picture of whether your ad spend is driving profitable growth or just vanity clicks. But what is a good AOV benchmark for Facebook ads in 2025, and how should you use it to optimize your campaigns?
Why AOV Matters for Facebook Ads
AOV directly impacts your return on ad spend (ROAS). If you can increase your AOV without significantly raising your acquisition costs, your campaigns become more profitable. For example, if your cost per purchase is $20, an AOV of $50 generates a 2.5x ROAS, while an AOV of $80 pushes you to 4x ROAS. That difference can determine whether you scale or stall your campaigns.
Current AOV Benchmarks for E-Commerce on Facebook
Industry reports and internal performance data show that the average AOV for Facebook e-commerce campaigns typically ranges between $60 and $120. The exact figure depends heavily on your product category:
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Fashion & Apparel: $60–$90
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Beauty & Personal Care: $50–$80
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Home & Lifestyle Products: $80–$150
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Electronics & Gadgets: $100–$200
Smaller stores often see AOVs closer to the lower end, while premium or bundle-driven brands push the upper range. Seasonal campaigns, especially during Black Friday and holiday shopping, tend to lift AOV by 20–40% as customers are more willing to buy multiple products at once.
How to Improve Your AOV on Facebook
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Product Bundling: Offer curated sets or volume discounts that encourage customers to buy more in a single transaction.
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Upselling & Cross-Selling: Use dynamic product ads to suggest higher-value items or complementary products at checkout.
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Free Shipping Thresholds: Setting free shipping at a slightly higher threshold than your current AOV nudges buyers to increase their cart size.
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Exclusive Limited-Time Offers: Time-sensitive promotions push customers toward higher-value purchases while boosting urgency.
What This Means for Your Campaign Strategy
Monitoring AOV benchmarks is not about hitting a universal “good number.” It’s about understanding how your store compares to industry ranges and identifying opportunities to raise the bar. If your AOV is below benchmarks, focus on bundling, upsells, and improved ad targeting. If you’re already above, look at scaling campaigns while keeping acquisition costs stable.
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