(Source: https://pltfrm.com.cn)
Introduction
For overseas brands entering China, increasing sales revenue is not only about acquiring more customers. Improving average order value (AOV) is one of the most effective ways to increase profitability and maximize the value of existing traffic.
Many overseas brands focus heavily on customer acquisition but overlook opportunities to increase the amount each customer spends. As competition increases across China’s e-commerce platforms, improving customer value through product bundling, premium positioning, cross-selling, and personalized recommendations has become increasingly important.
China’s digital commerce ecosystem provides many opportunities to increase average order value through marketplace optimization, livestream commerce, social commerce, and customer relationship management.
With over a decade of experience helping overseas brands localize in China, PLTFRM helps companies develop e-commerce growth strategies that improve conversion, customer lifetime value, and revenue performance. This article explains how overseas brands can increase average order value in China.
1. Develop Product Bundling Strategies
1.1 Create Value-Based Product Packages
One of the most effective ways to increase average order value is creating product bundles that encourage customers to purchase multiple items together.
Instead of only selling individual products, overseas brands can design packages based on consumer needs.
For example:
- A skincare brand can combine cleanser, serum, and moisturizer into a complete routine.
- A food brand can create seasonal gift packages.
- A fashion brand can offer coordinated product collections.
Bundling increases purchase value while helping consumers make easier buying decisions.
1.2 Create China-Specific Bundle Offers
Chinese consumers are highly familiar with promotional packages, especially during major shopping events such as 618 and Double 11.
Overseas brands can develop localized bundle strategies including:
- Limited edition packages
- Festival gift sets
- New customer combinations
- Membership-exclusive bundles
These strategies increase basket size while creating additional purchase motivation.
2. Use Cross-Selling and Upselling Techniques
2.1 Recommend Complementary Products
Cross-selling encourages customers to purchase related products together.
For example:
- A coffee brand can recommend accessories with coffee products.
- A beauty brand can suggest complementary skincare items.
- An electronics brand can recommend additional accessories.
Chinese e-commerce platforms provide recommendation tools that allow brands to display related products during the shopping journey.
2.2 Introduce Premium Product Options
Upselling encourages customers to choose higher-value products.
Overseas brands can increase average order value by highlighting:
- Premium versions
- Larger packages
- Exclusive editions
- Higher-performance products
The key is communicating additional value rather than simply increasing prices.
3. Optimize Marketplace Store Experience
3.1 Improve Product Page Recommendations
Marketplace pages should guide customers toward additional purchases.
Overseas brands should optimize:
- Related product recommendations
- Frequently purchased combinations
- Package discounts
- Product comparison charts
A well-designed product page can increase basket size without requiring additional traffic investment.
3.2 Use Consumer Reviews to Support Higher Spending
Chinese consumers often rely heavily on reviews before purchasing premium or higher-priced products.
Brands can encourage customers to share:
- Product experiences
- Usage scenarios
- Results
- Recommendations
Strong social proof reduces purchase hesitation and encourages larger purchases.
4. Increase Average Order Value Through Social Commerce
4.1 Use Livestream Commerce to Drive Larger Purchases
Livestream commerce is particularly effective for increasing basket size because hosts can demonstrate multiple products and encourage package purchases.
During livestream sessions, brands can use:
- Limited-time bundles
- Product combinations
- Gift incentives
- Tiered discounts
For example, a beauty brand may encourage viewers to purchase a complete skincare routine instead of one individual product.
4.2 Leverage Influencer Recommendations
Influencers can influence not only whether consumers purchase but also what they purchase.
KOLs and KOCs can introduce:
- Complete product solutions
- Personal recommendations
- Usage combinations
This approach helps consumers understand the value of purchasing multiple products together.
5. Build Customer Loyalty to Increase Long-Term Value
5.1 Develop Membership Programs
Increasing average order value is closely connected with customer retention.
Membership programs can encourage customers to spend more through:
- Exclusive products
- Member discounts
- Early access
- Reward points
Loyal customers are more likely to purchase additional products over time.
5.2 Use CRM Data for Personalized Recommendations
Customer data allows brands to provide more relevant recommendations.
CRM systems can analyze:
- Previous purchases
- Product interests
- Shopping frequency
- Consumer preferences
Personalized recommendations improve customer experience and increase purchase value.
Case Study: A French Beauty Brand Increases Average Order Value Through Product Bundling
A French skincare brand entered China with strong international recognition but found that most customers purchased only single products. Although traffic and conversion rates were improving, revenue growth was limited by low basket size.
PLTFRM analyzed consumer behavior and redesigned the brand’s e-commerce strategy. The team introduced skincare routine bundles, seasonal gift packages, and personalized product recommendations.
The brand also integrated these strategies into Tmall store operations and Douyin livestream campaigns, where hosts introduced complete skincare solutions rather than individual products.
The strategy increased average order value, improved customer experience, and created stronger opportunities for repeat purchases in China.
PLTFRM is an international brand consulting agency that works with companies such as Red, TikTok, Tmall, Baidu, and other well-known Chinese internet e-commerce platforms. We have been working with Chile Cherries for many years, reaching Chinese consumers in depth through different platforms and realizing that Chile Cherries’ exports in China account for 97% of the total exports in Asia. Contact us, and we will help you find the best China e-commerce platform for you. Search PLTFRM for a free consultation!
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