It is more important for e-commerce to have a high average order value. This is because the business model of e-commerce determines that it requires higher traffic and user stickiness. High average order value can significantly increase revenue and gross profit margin, thereby guiding the company's development.

On the other hand, high average order value can also help companies establish brand image and high-end image, and improve user loyalty and satisfaction. In addition, high average order value business can bring higher customer life cycle value and longer customer relationships, which has a positive impact on the company's long-term development.