Getting a customer to buy a product is only the first step. The next goal is to encourage them to buy a little more during the same shopping trip. This is called increasing shopper basket value.
Shopper basket value is the total amount a customer spends in one transaction. In online shopping, it is also known as average order value. When customers spend more in one purchase, businesses can increase revenue without spending extra money to attract new customers.
The good news is that customers do not always need big discounts to spend more. Small changes in how products are displayed, recommended and priced can increase basket value while still giving customers a better shopping experience.
Learn What Customers Buy Together
One of the easiest ways to increase basket value is to understand which products customers usually buy together.
Look at past sales instead of making guesses. For example, a customer buying shampoo is likely to buy conditioner. Someone buying a laptop may also need a laptop bag or a wireless mouse.
This information helps businesses recommend products that make sense. Customers are more likely to add an item if it is useful for the product they already want.
Instead of showing random products, recommend items that naturally go with the purchase.
Create Product Bundles
A product bundle is when two or more products are sold together as one package. Bundles work well because they save customers time and help them buy everything they need in one purchase.
For example:
- A coffee shop can sell coffee beans, a mug and a French press as one bundle.
- A beauty store can offer a skincare set with a cleanser, moisturiser and sunscreen.
- A stationery shop can create a student starter pack with notebooks, pens and highlighters.
The bundle should offer good value, but it should still be profitable for the business.
Set a Free Delivery Target
Free delivery is one of the biggest reasons customers add more products to their basket. Instead of offering free shipping on every order, set a minimum spend. For example, if customers usually spend around R450, offer free shipping from R550. Customers only need to spend a little more to qualify.
Make the target clear by showing messages like ‘Spend R80 more to get free delivery’. This gives shoppers a simple goal and encourages them to add another item.
Setting a free delivery target is a useful strategy to get customers to spend more. Customers spend more when they believe they are unlocking a reward. Imagine a customer has R720 worth of products in their basket, and free delivery starts at R800.
Based on the offering of your store. Instead of recommending expensive products, show useful items between R80 and R120. Smaller and cheaper products help customers reach the target without spending much more than they planned.
Recommend Products at the Right Time
Timing is important when recommending products. Show different recommendations depending on where the customer is in their shopping journey.
- On the product page: Suggest products that match the item they are viewing.
- In the shopping cart: Recommend accessories or add-ons that complete the purchase.
- After checkout: Suggest products that customers may need next time.
For example, if someone buys a printer, recommend ink cartridges or printing paper in the cart, not before they decide on the printer.
Use Cross-Selling Naturally
Cross-selling means recommending products that work well with what the customer is buying. The key is to keep recommendations relevant.
For example:
- Phone → Phone cover and screen protector.
- Running shoes → Sports socks and water bottle.
- Baby diapers → Baby wipes and diaper cream.
Avoid recommending products that are unrelated to the purchase. Relevant suggestions feel helpful, not pushy.
Offer Discounts on Multiple Items
Quantity discounts work well for products customers buy regularly.
For example:
- Buy two and save 10%.
- Buy three and get one free.
- Buy four and save R100.
This strategy works well for groceries, toiletries, pet food and household products because customers know they will use them again.
It is less effective for products that people buy only once.
Personalise Recommendations
Customers do not all shop the same way. Use shopping behaviour to recommend products that match each customer.
For example:
- Returning customers can see products related to previous purchases.
- New customers can see starter bundles.
- Customers interested in fitness can see health-related products.
Personalised recommendations usually perform better because they feel relevant to the customer’s interests.
Make Checkout Simple
Do not add too many offers during checkout. Customers should not have to close several pop-ups before paying.
Keep recommendations short and useful. Show one or two products that match the basket instead of showing many unrelated items.
A clean checkout experience helps customers complete their purchase without frustration.
Measure What Works
Increasing basket value is not only about making customers spend more; rather, it aims to increase profit.
Track these important numbers:
- Average basket value.
- Number of items per order.
- Conversion rate.
- Delivery costs.
- Discount costs.
- Repeat purchases.
If basket value increases but profits fall because discounts are too large, the strategy needs to change.
Testing different offers can help businesses find the best balance between customer value and business profit.
Focus on Helpful Shopping
The best way to increase shopper basket value is to help customers buy everything they need in one shopping trip.
Recommend products that match the customer’s purchase, create useful bundles, use smart free shipping targets and keep checkout simple.
When customers see value in adding another product, they naturally spend more. This improves their shopping experience and helps the business grow its revenue at the same time.
