“A Farmer and Food Hub’s Guide to Increasing Average Order Value” introduces farmers, food hubs, and local food organizations to one of the most powerful levers for revenue growth: increasing average order value. Rather than relying solely on acquiring new customers, businesses can significantly grow income by encouraging existing shoppers to spend more per order — a strategy that strengthens customer relationships while improving operational efficiency.
The guide explains the core benefits of focusing on average order value, including reduced labor costs, more efficient fulfillment, and stronger customer loyalty. It highlights insights from experienced organizations, whose practical approaches demonstrate how small, incremental improvements can lead to meaningful long-term growth.
You will be introduced to several high-level themes that influence order size, such as product variety, subscriptions, thoughtful merchandising, and partnerships with additional producers. The guide emphasizes how expanding offerings — whether through value-added goods, seasonal items, or strategic vendor collaborations — creates a more compelling storefront that encourages customers to buy more each time they shop. It also outlines the importance of user-friendly website design, clear product presentation, and tailored customer experiences in shaping shopping behavior.
