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AOV by Marketing Channel: October 2026 Data from 200 E-Commerce Stores
Alex Fusco
November 04, 2026
Last Updated:
Across 200 e-commerce stores using ThoughtMetric in October 2026, orders from Bing Ads, SMS, referral, email, and Google Ads had a higher average order value (AOV). Orders from social channels came in lower. Meta Ads orders ran 6% below a store's average AOV, and TikTok Shop orders ran 60% below.
How we measured it
For each store, we compared the AOV of orders from each channel to that store's overall AOV for October 2026. We then took the median across stores, so a brand with $1000 orders doesn't skew the results with $50 orders.
Results
Here is the median AOV for each channel compared to the store's overall average.
Bing Ads +10%
SMS +9%
Referral +5%
Email +4%
Google Ads +2%
Organic search +1%
Direct 0%
Meta Ads -6%
AI search -9%
Organic social -13%
TikTok Shop -60%
See this for your own store
If you want this data for your own store, ThoughtMetric can provide it. Every order gets attributed to the channel and campaign that drove it.
What is average order value (AOV)? AOV is the average amount a customer spends per order. You get it by dividing total revenue by the number of orders over the same period.
Which channel has the highest AOV? In our October 2026 data from 200 e-commerce stores, Bing Ads led at 10% above the store average, with SMS close behind at 9% above.
Do customers from AI search spend more? Not in this data. AI search orders were 9% below the store average, while organic search orders were 1% above.
How do I find AOV by channel for my store? You need attribution that connects each order to the channel that drove it. ThoughtMetric measures AOV for every channel and campaign.
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ROAS
4.2
Orders
1,284
Revenue
$124,500
Total Sales by Marketing Channel
Google 34%
Meta 23%
Email 20%
Organic 12%
Social 8%
SMS 3%
Sessions
18,492
MER
3.8
Touchpoints for this order
Add to Carts
3,847
AOV
$94.20
CAC
$38.50
Ad Spend
$4,280
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