The AOV Playbook: How Modern Brands Are Growing Carts in 2025

Published on Jul 18, 2025 · John Fisher
The AOV Playbook: How Modern Brands Are Growing Carts in 2025

Why AOV Matters Now

In 2025, increasing Average Order Value (AOV) is one of the most efficient ways for brands to grow profitably. With rising customer acquisition costs, renewed tariffs, and growing pressure on margins, brands need to drive more revenue per transaction.

Industry Insights:

  • Aftersell data shows that brands using 3 or more upsells in checkout generate up to 20× more revenue than those using only one
  • Strategic post-purchase offers can contribute up to 10% of total revenue for top performers
  • The average checkout upsell take rate is 9%, with leading brands reaching up to 80% of orders

Aftersell Recommended Upsell Combinations:

Aftersell upsell combinations
Image Source: Aftersell

Particl insights:

  • Bundled SKUs now make up to 25% of revenue for top-performing brands across home, beauty, and wellness
  • Brands are using price increases to protect margin and raise AOV, often pairing them with improved product storytelling, visuals, or bundling
  • Particl data shows average online price inflation rose from 10% to 25% YoY between Feb and June 2025, with categories like Health & Beauty up 45%
  • Brands that launch seasonal kits, “starter sets,” or routine-based bundles tend to see faster replenishment cycles and higher cart values

Particl Proprietary Inflation Tracker:

Particl inflation pricing trend
Image Source: Particl

What Works: 3 Levers Behind AOV Growth

  1. Bundling & Sets
    Pre-curated products framed as routines or kits help anchor higher cart values

  2. Checkout Upsells
    Timely nudges for small add-ons or upgrades at checkout drive additional revenue

  3. Premium Price Architecture
    Elevating pricing through limited drops, improved visuals, or higher perceived value

Aftersell checkout upsell layout
Image Source: Aftersell

Case Study

Rhode Skin: Driving Revenue Through Kits, Sets, and Upsell Strategy

Particl product data for Rhode Skin sets
Image Source: Particl

Rhode Skin is a clear example of how kit and set architecture, supported by upsell widgets and strategic product releases, can systematically raise AOV and defend margins amid pricing pressure. From January to July 2025, revenue from kits alone rose from $948K to $2.53M per month, a 2.7× increase driven largely by routine-based bundles and seasonal collection tie-ins.

Key tactics:

  • Strategic launches like the Glam On + Off Set, The Pink Edit, and Peptide Lip Tints Set consistently reached top seller status while maintaining stable pricing
  • Add-ons and upsells were surfaced at every key customer touchpoint, including PDP, cart drawer, and checkout
  • Product pricing stayed mostly flat or modestly increased, a common AOV tactic among brands navigating inflation and tariff-related cost shifts
    Particl’s inflation tracker shows 45%+ YoY inflation in Health & Beauty categories as of Q2 2025

PDP: Add-on and Routine Cues

Rhode Skin PDP showcasing bundled set
Image Source: Rhode Skin
  • Product pages guide users toward higher-value routines with embedded visuals and subtle prompts to “complete the routine”
  • Sets like The Pink Edit and Barrier Set reinforce value framing through naming and curated benefits

Cart Drawer: Subtle Upsells and Freebies

Rhode Skin cart drawer upsell
Image Source: Rhode Skin
  • Cart drawer behavior includes freebies to boost customer loyalty, mini-sized treatments and seasonal add-ons tied to current collections
  • Promos like free shipping or exclusive drops (e.g. Bubble Phone Case) are layered to push thresholds

Checkout: Add-Ons at Final Step

Rhode Skin checkout layout with add-ons
Image Source: Rhode Skin
  • Checkout experience surfaces lightweight post-purchase offers, such as tints or other best-selling sets
  • The approach is visually consistent and frictionless, encouraging 1-click additions

Revenue Trend: Kits & Sets Are Working

Rhode Skin Sets & Kits Revenue (YTD 2025)

Monthly online revenue from Rhode's bundled products and kits (in millions USD)

Source: Particl
Explore Chart on Particl
Particl customers can explore full sales data

Key Takeaways

With rising costs and pressure on margins, growing AOV is one of the most efficient ways to drive profitable revenue in 2025. The most successful brands are leaning into kits, curated bundles, and smart checkout upsells to increase cart size without discounting.

Product logic matters. Routines, gifting edits, and seasonal collections outperform generic bundles. Checkout add-ons work best when they’re lightweight, relevant, and visually consistent with the brand. Price increases are also landing more cleanly when tied to clear value enhancements.

Solutions like Aftersell make upsell execution easier, while tools like Particl help brands test pricing, track category inflation, and make smarter bundling decisions. The brands that treat AOV like a product strategy will outperform this year.


Sources

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