Growing a supplement business online often comes with one obvious objective: attract more customers. More traffic usually means more sales, so it’s easy to see why so much time and budget goes into SEO, paid advertising and social media.
While bringing new people to your website will always be important, it’s only one part of the picture. There’s just as much value in looking at how much each customer spends once they arrive.
If you can encourage shoppers to add one more product to their basket or increase the value of each order by a small amount, the impact on revenue can be significant. Better still, you’re making more from the visitors you’re already paying to attract.
That’s where Average Order Value, or AOV, becomes such an important metric for supplement brands wanting to grow sustainably.
What Is Average Order Value (AOV)?
Average Order Value measures how much customers spend each time they place an order on your website. It’s calculated by dividing your total revenue by the total number of orders over a set period.
For example, if your website generates £20,000 from 500 orders, your Average Order Value is £40.
Although it’s a simple calculation, it provides valuable insight into how customers shop. A low AOV could suggest people are only purchasing individual products, while a higher figure often indicates that customers are discovering complementary products, choosing larger pack sizes or taking advantage of bundles.
Why Is AOV Important for Supplement Brands?
Customer acquisition has become increasingly expensive, particularly in the supplements industry where competition continues to grow across paid search, social media and influencer marketing.
Every visitor arriving on your website has already cost your business something, whether that’s advertising spend, content creation or SEO investment. Increasing the value of each order allows you to generate more revenue without needing to find additional customers.
It can also improve profitability. If a customer places a £60 order instead of a £40 order, your packaging, fulfilment and delivery costs often remain relatively similar, making each transaction more efficient for your business.
How Can Product Bundles Increase Average Order Value?
One of the simplest ways to encourage larger purchases is by helping customers discover products that naturally work together.
Rather than promoting individual supplements in isolation, think about the routines your customers are trying to build. Someone purchasing collagen may also be interested in vitamin C, while a customer buying probiotics could benefit from digestive enzymes or fibre supplements as part of a broader gut health routine.
Presenting these products as carefully considered bundles through your website makes the buying journey feel more helpful than promotional. Instead of asking customers to browse your entire catalogue, you’re giving them a straightforward solution that saves both time and decision making.
Bundles can also introduce customers to products they may not have considered otherwise, creating opportunities for future repeat purchases.
Does Free Delivery Increase Average Order Value?
Free delivery remains one of the most effective ways to increase basket size because it gives customers a clear incentive to spend a little more.
Most online shoppers have added an extra item simply to reach a delivery threshold. The important part is choosing a target that feels achievable.
If your average order value is already close to your free delivery threshold, customers are far more likely to add another product than abandon their basket. On the other hand, if the gap feels too large, the offer becomes much less persuasive.
Reviewing your existing order data can help identify the most effective threshold for your business.
How Can Product Recommendations Increase Basket Size?
Product recommendations are often overlooked, yet they can have a significant influence on Average Order Value when they’re genuinely relevant.
Many websites rely on generic “You May Also Like” sections that display the same products regardless of what someone is viewing. A more effective approach is to recommend products that naturally complement the customer’s existing selection.
For example, someone purchasing electrolytes may also be interested in hydration bottles, while a customer buying protein powder could benefit from recovery products or convenient protein snacks.
When recommendations feel logical rather than random, they’re much more likely to become part of the customer’s purchase.
Should Supplement Brands Offer Quantity Discounts?
Many supplements are designed to be taken consistently, making quantity discounts a natural fit for the industry.
Offering savings on two or three months’ supply encourages customers to buy ahead, increasing order value while reducing the chances of them running out and purchasing from a competitor later.
The emphasis should remain on convenience rather than urgency. Customers are more likely to respond positively when the offer genuinely reflects better value rather than feeling like a pressure tactic.
Can Email Marketing Help Increase Average Order Value?
Increasing Average Order Value doesn’t stop once a customer has completed their purchase.
Email marketing provides an opportunity to introduce complementary products based on previous orders, educate customers about different wellness routines and highlight bundles they may have overlooked during their initial visit.
Rather than sending constant promotional emails, supplement brands can use educational content to demonstrate how products work together, helping customers discover additional solutions that suit their goals.
Over time, these personalised recommendations can encourage customers to explore more of your range and increase the value of future purchases.
How Can Supplement Brands Increase AOV?
The most successful supplement brands rarely rely on aggressive upselling to increase Average Order Value.
Instead, they focus on making the buying experience more helpful. Clear product recommendations, well-planned bundles, sensible delivery thresholds and educational content all make it easier for customers to discover products that genuinely fit their needs.
When every suggestion feels relevant and every stage of the buying journey is designed with the customer in mind, increasing Average Order Value becomes a natural outcome rather than the primary objective. Most importantly, taking the time to review how customers move through your website can often uncover opportunities that are easy to implement but make a meaningful difference to revenue.
