10 ways to increase the shopping basket value of your customers

These 10 methods will help you

Winning new customers is not the only way to generate more sales. The best way is to retain existing customers. to leave more money when shopping in your shop. 

The following methods help – some help quickly (1–3), others need a little setup – but then have a lasting effect (4–6) or an emotional effect (7–10):

• 1–3: Immediately realisable & effective

• 4–6: Combinations for medium-term success

• 7–10: Emotion, trust & cleverness with a sustainable effect

Those who follow these methods not only generate more sales in general, but also achieve them in less time. In addition, the costs of acquiring new customers are covered more quickly and the lifetime value, i.e. the shopping basket value until the end of the relationship with the shop, is increased.

1. free shipping from a minimum order value

Free shipping is one of the strongest levers for increasing the shopping basket value. Anyone who is only a few euros away from the minimum order value is happy to add an additional product to their shopping basket. A psychological hurdle is removed: „Then it's worth it.“ This works particularly well if the threshold value is slightly higher than the previous average order value.

It is important that you actively communicate this benefit – in the header area, at checkout and in the shipping overview. This makes the incentive immediately visible. Many shops set €50 as the shipping limit – This threshold is high enough to increase sales, but low enough to seem realistic.

Exemplary realisation:

• Note in the shopping basket: „Only €6 until free shipping!“

• Place the dispatch border visibly above the navigation

• Reminder for subtotals just under the limit

2. cross-selling: complementing matching products

Cross-selling is about offering customers products that go well with the main product. These can be accessories, care products or stylistically appropriate additions. This method is particularly effective directly on the product page or in the checkout process – if the attention is already on the purchase.

A prime example is net-a-porter.com: The entire outfit for the product is displayed on the item page –, including individual product suggestions that have been stylishly combined. Technical shops also use this method – for cameras, for example, which are supplemented with matching memory cards or holders.

Concrete cross-selling examples:

• „Goes with“ – for fashion: shoes with trousers

• „You might also like“ – at Technik: Show accessories

• „Often bought together“ – as a package suggestion

3. upselling: offer higher-value variants

Upselling means that you suggest a more expensive product with added value to your customers. This could be a premium version, a larger set or a more durable variant. It is important that the additional benefit is clearly recognisable – otherwise the offer comes across as a clumsy sales pitch.

Many customers are happy to opt for an upgrade if it is communicated transparently. For example, the professional version with more attachments is offered instead of the standard brush. Or: a device with a larger battery, longer guarantee or more sustainable material. Higher price, clear benefits – that creates trust and sales.

Upselling in practice:

• Product comparison on the page: Basic vs Premium

• „Recommended for frequent users“ or „Most frequently selected“

• Colour highlighting of the upgrade at checkout

4. combine bundles & quantity discount

Bundles make products more attractive – especially if they are put together cleverly. Anyone who buys a combined package has the feeling of getting more for their money. In addition, the perceived benefit increases. A bulk discount is particularly worthwhile for recurring purchases, such as care products or food.

For example, give 10 % on the 3-pack instead of on a single item. Or offer seasonal sets –, such as care routines or themed products. Customers like to stock up if they can save –, especially if this also helps to break the shipping limit.

Examples of effective bundles:

• Care set (cleansing, serum, cream) instead of individual products

• „2+1 free“ for frequently used products

• Gift boxes with a price advantage and emotional added value

5. reward loyal customers

Loyalty programmes not only increase the average order value, but also strengthen customer loyalty. Those who buy more often should also feel this –, be it through exclusive discounts, early access or small gifts. According to studies, sales among loyal customers increase by around 14 % if they are part of a loyalty programme.

Personal examples have a particularly strong impact The Outnet I get earlier access to sales. Rewe rewards me with a voucher from the third online purchase of the month. And Payback-points with dm.de or rewe.de now trigger more than the discount itself: They bind me to the shop.

Typical loyalty bonuses:

• Exclusive discounts from the 3rd order

• Points that can be redeemed for products or vouchers

• Advance access to limited promotions

6. personalisation in the shop experience

A personalised shopping experience can significantly increase the shopping basket value. People who feel recognised and understood are more likely to click on recommendations and make more targeted purchases. Email reminders („You've forgotten something“) or product recommendations based on browsing behaviour work particularly well.

Shops like yoox.com or veepee.com use personalisation effectively: at Yoox, I can see my most recent searches directly on the homepage. Veepee informs me by email about promotions for my favourite brands – with a direct calendar link. This way I don't feel like one of many, but directly addressed.

Examples of personalisation:

• Emails with reference to saved shopping baskets

• Home page shows relevant brands or products

• Personal recommendations in the footer or as a pop-up

7. take advantage of limited discount campaigns

Limited offers generate pressure – but in the best case positively. The appeal of „strike now“ is activated, especially with discount scales or exclusive promotions. The effect: higher-priced products are more likely to end up in the shopping basket. The purchase is planned, but emotionally charged.

A good example is YooxThere are regular discount promotions with decreasing percentages – e.g. 40 % today, 30 % tomorrow, 10 % on the last day. This countdown ensures that many people are quick to buy – and often buy more than planned in order to get the maximum.

Action types with boost potential:

• „Today only: 20 % to your wish list“

• Countdown banner on the homepage

• „Only 2 hours left – shop now and save“

8. use reviews as a sales booster

Reviews have a massive influence on purchasing decisions. 90 % of customers look at reviews before making a purchase. 72 % only buy products with positive reviews. Social proof is therefore not a „nice to have“, but a real sales driver – and can also increase the shopping basket value.

People invest more when they feel secure. Studies also show this: 31 % spend more if the company has been rated as „excellent“. And 88 % trust online reviews almost as much as the advice of a friend. Reviews provide orientation – and the necessary security for larger orders.

Tactics for review utilisation:

• Rating with photo or comment visible on the product

• „Verified purchase“ for more credibility

• Note: „This product has 4.9 out of 5 stars“

9. enclose small gifts or vouchers

An unexpected gift will be remembered. Whether it's a personalised voucher or a little extra – such gestures have a strong emotional impact. People who feel valued are more likely to return and spend more next time. The important thing is: it shouldn't feel like a mass discount.

With matchesfashion.com For example, a high-quality, unobtrusively branded box is always included – I have ordered several times for this reason alone. Vouchers with an expiry date in the package are also effective: they increase the repurchase rate and invite you to pass the voucher on to a friend.

Favourite extras in the package:

• 10 % voucher with expiry date

• Free sample or mini product

• High-quality packaging that is reused

10. make returns simple and fair

Customers are more likely to decide in favour of a purchase if they know: Returning goods is not a problem. An uncomplicated returns policy lowers the inhibition threshold –, especially for clothing, technology or higher-priced products. 73 % of people say that their return experience influences whether they buy again.

I myself avoid shops where I have to laboriously print out returns or send back products in their original packaging. With Veepee z.For example, I have already cancelled purchases because of such experiences. Making returns easy increases the likelihood of more courageous and larger purchases.

Tips for easy returns:

• Enclose the return label in the parcel

• Clear communication in the footer and checkout

• „Visibly place “No risk – 30 days free return"

Increasing shopping basket value does not mean persuading

With relevant recommendations, clear benefits and honest communication, trust is created. And this is exactly what makes people willing to invest more – in products, in relationships and in your shop. Now it's up to you to combine the right strategies and implement them in your style.