A Yotpo study of 3,000 stores analyzed the AOV of online purchases for fashion brands. The data was taken from an analysis of 12,410,892 purchases and $838,141,151 in purchases made from 185 countries worldwide.
The average order value for fashion eCommerce stores in general is $97.
When looking at benchmarks by store size, it becomes clear that while bigger stores have more monthly orders, each customer spends less money on average.
Overall, the average number of products per order is 1.74. The number of products per order is pretty similar across store sizes. Considering that the AOV is higher for smaller stores, this demonstrates the cost spent per item for smaller stores is higher.