A 2026 benchmark from Cartylabs, covering more than 5,000 Shopify and Shopify Plus stores and compiled by Elogic Commerce, puts median B2B and wholesale average order value at $650 to $1,400. The median for consumer stores is $65 to $95. A wholesale order is 7 to 21 times larger.
Elogic sells ecommerce development, and these are medians for stores in general, not proof that any tactic raises order size. They do raise a useful question: before you set a target to push that number higher, what do you know about the orders you already take? Three checks come first.
Who typed this order in?
An order a buyer builds herself on your store costs little to process. An order that arrives by email and is keyed in by hand costs staff time, and the larger it is, the more checking it needs.
Elogic's advice is to measure the cost to serve for large manual orders against smaller self-service ones. Some of your biggest orders may be your most expensive to fulfil.
How often does she come back?
A single large order can come from a buyer who orders once a season. A buyer who places four modest orders a year may be worth more to you. Elogic's checklist says to track purchase frequency and repeat-order behavior alongside order size, and it lists a focus on basket size alone among the common pitfalls.
A buyer who reorders often is telling you that your process works for her. Our post on the four steps of a wholesale reorder shows where that process tends to stall.
What stops her adding one more case?
Price is rarely what holds a buyer back from a larger order. More often she is unsure. Will it fit on her shelf? Does it match what she bought last time? Does the minimum apply to this line or to the whole order?
A rep answers those on the phone. Live help on the product page lets her ask while the cart is open, and someone who can see her account answers on the spot. That is an editorial reading, and the benchmark does not measure it. It does suggest where to look: the unanswered question, before the discount.
A one-page check
Pull your last 20 wholesale orders. For each one, write down three things: the order value, whether the buyer built it herself, and the days since her previous order.
Then read the pattern, not the average. If your biggest orders are all keyed in by hand and the buyers rarely return, raising order size is the wrong first move. Fix the answer gap first, and the number you were chasing may rise on its own.
Source
Elogic Commerce: Average Order Value by Industry 2026, B2B vs B2C Benchmarks, by Paul Okhrem, published 29 September 2026 and updated 7 October 2026. The tier figures come from Cartylabs, "AOV Benchmarks by Industry 2026" (5,000+ Shopify and Shopify Plus storefronts); Elogic calculated the 7x to 21x ratio. Elogic sells ecommerce development, and the figures are store medians, so they describe typical orders and not the effect of any tactic. The cost-to-serve and frequency points are Elogic's advice, and the closing check is an editorial application.
