Disagree.
You don't need $100 AOV to make money.
Sell something cheap on the frontend like $30 to $50. Easy yes for the customer. Get them in the door.
Then make your real money on the backend. Subscriptions and MRR
Now it doesn't even matter if you break even on that first sale. You already know that rebill is coming next month. And the month after that.
That's why MRR is the play. You're not stressing about making every single sale profitable. You're just stacking customers knowing they keep paying you every month.
High AOV works. But telling people they're dead at $50 AOV is just wrong.
Your AOV needs to be at least ā¬100 in the US market.
If you're sitting at ā¬50, you're dead before you even start.
Let me explain:
CPCs are ā¬1-1.50 right now.
At ā¬50 AOV you need 50 conversions to hit ā¬5K revenue.
You're bleeding ā¬50-75 per conversion just on ad cost. Your margin is gone.
Flip that to ā¬120 AOV. Now you only need 25 conversions.
Same budget, half the volume, way more profit.
How to get there:
Run collection pages, not product pages.
Show multiple products upfront.
Stack discounts everywhere - header, product page, cart (Buy 2: 10%, Buy 3: 15%, Buy 4 : 20%).
Post-purchase upsells. Add ā¬10 AOV instantly with one-click offers.
Combine and save sections on product pages. Let them scroll through 50-70 products without leaving the page.
Higher AOV = you can outbid competitors at the same ROAS and win.
Fix your AOV before you scale another dollar.