How Wishlists Increase Average Order Value (AOV) on Squarespace
Most Squarespace stores focus on getting the first purchase.
But real growth often comes from increasing how much each customer buys, not just how many customers you get.
That’s where wishlists play a bigger role than most store owners realize.
Why Customers Don’t Buy Everything at Once
When a customer browses your store, they rarely want just one product.
They usually:
Like multiple items
Compare options
Delay decisions
Leave before buying everything
Without a wishlist, those extra products are lost.
The customer might buy one item, but forget the rest.
How Wishlists Capture Hidden Purchase Intent
A wishlist turns casual browsing into stored intent.
Instead of losing interest, customers:
Save multiple products
Build a collection of items they like
Return later to review them
This changes behavior from:
“I’ll just buy one thing now” to “I already have a list, I might as well add more”
1. Encourages Multi-Product Buying
When customers see all their saved items in one place, they’re more likely to buy more than one product.
Instead of deciding product-by-product, they think in terms of a collection.
This naturally increases AOV because:
The decision becomes grouped
Additional items feel pre-selected
The friction to buy more is reduced
2. Reduces Decision Fatigue
One reason customers don’t buy more is overload.
Too many choices → delayed decisions → fewer items purchased.
Wishlists simplify this:
Customers shortlist products over time
Return with clearer intent
Buy multiple items in one session
Less confusion = higher cart value.
3. Increases Return Visits That Convert Bigger
Customers rarely buy everything in one visit.
But when they return:
A wishlist reminds them what they liked
They don’t start from zero
They often add more before checking out
Repeat visits driven by saved products tend to have higher AOV than first visits.
4. Enables Intent-Based Upselling
When customers save products, you understand what they’re interested in.
This opens the door to:
Suggest related items
Highlight complementary products
Encourage bundle-like behavior
Even without complex upsell systems, saved items create natural opportunities to increase cart size.
5. Makes Shopping Feel Ongoing (Not One-Time)
Without a wishlist:
Shopping is session-based
Customers buy once and leave
With a wishlist:
Shopping becomes ongoing
Customers keep building their list
Purchases happen in batches
This shift alone can significantly increase average order value over time.
Why This Matters on Squarespace
Squarespace does not include a native wishlist feature.
So by default:
Customers cannot save products
Multi-product intent is lost
AOV is limited to single-session decisions
Adding a wishlist system introduces:
Persistent product interest
Structured buying behavior
Higher-value purchases over time
FAQs
Do wishlists really increase AOV?
Yes, because they encourage customers to save multiple products and purchase them together instead of individually.
Why don’t customers buy more items without a wishlist?
Because they forget products, feel overwhelmed, or delay decisions.
Does Squarespace have a wishlist feature?
No, Squarespace requires a third-party solution to enable wishlist functionality.
How does a wishlist affect repeat visits?
It brings customers back with pre-selected items, often leading to higher-value purchases.
Final Thoughts
A wishlist is not just a “nice-to-have” feature.
It directly influences how customers decide what to buy and how much they spend.
By letting customers save products, return later, and purchase in groups, wishlists naturally increase average order value without changing your products or pricing.
