Flowers & Gifts retailer Edible Brands has grown its average order value (AOV) through multiple strategies, including broadening its delivery, personalization and customization, and selling through online marketplaces.
Edible partners with last-mile fulfillment services to reach more households than it would solely with its own delivery fleet.
Erica Randerson, chief digital officer of Edible Brands, told Digital Commerce 360 that the retailer’s first-party delivery fleet can reach 90% of U.S. zip codes within an hour. On the third-party side, Edible partners with Nash, Uber Direct and Roadie. Together, the companies deliver Edible orders up to 70 miles away, Randerson said.
And whether an order is going 10 minutes down the road or 70 miles away, she said, Edible uses insulated delivery bags. That temperature control helps it to keep chocolate-covered strawberries, cheesecake, cookies and other foods fresh during the drive, Randerson said.
The last-mile expansion also helped grow Edible’s Valentine’s Day AOV year over year, Randerson said.
Edible Brands is No. 182 in the Top 2000 Database. That database ranks North America’s largest online retailers by their annual ecommerce sales.
Benefits of personalization, customization at Edible
In addition to expanding its reach, Edible has expanded its offerings, Randerson said. Edible launched in 2025 what it calls the “Build Your Own Gift” experience on Edible.com.
“So we have all these nice preselected options for you. But then we’ve also started introducing an option for the customer to really say: I want to tell you exactly what I want,” Randerson said. “I want these flowers with these cookies with this arrangement or maybe this plush and this balloon. What we’ve seen is by giving the customer that power and opportunity, they’re actually raising AOV on their own.”
By giving personalization and customization options, she said, Edible has grown its AOV $5 year over year.
Personalization refers to catering offers to certain customers based on the data a retailer has on those customers. Customization refers to allowing consumers to modify products based on their specifications.
Edible uses AI to enhance that personalization, Randerson said. It might get “strong buying intent signals” from a consumer that they want a baked good. On the other hand, Edible might glean from consumer behavior that a particular shopper is not interested in cookies specifically, so it will lean away from that.
“As you go through your browsing experience on our site, we’re changing how we’re merchandising each page that you hit based on the intent that you’re sharing with us, and that’s also been another contributing factor” to AOV growth at Edible, Randerson said.
Which marketplaces does Edible sell on?
Edible also sells through the Uber Eats, DoorDash and Easy Cater marketplaces, Randerson said. It’s also launching a partnership with another of the “big four” later this summer, she said, opting not to specify.
“We’ve really embraced those platforms as an opportunity to get in front of new, often younger mobile-first customers,” Randerson said. “It’s been very interesting to see the buying behavior differences between our own site experiences and these marketplace experiences. Typically a much lower AOV, but what I find exciting about that is that we’re really seeing a customer who’s showing up for those treat-yourself moments.”
Edible also attaches a marketing flyer with each delivery, she said. Part of that flyer is an incentive for the customer to scan a QR code, which then takes them to a web page where Edible asks for their email address. In return, the customer gets a free gift from Edible, she said.
Essentially, it’s a win-win for Edible regardless of whether the customer shops through its first-party website or a third-party marketplace, she explained. Still, the brand would “love” to have consumers on its first-party email list. She called the initiative successful as a “way for customers to engage, regardless of how they’re getting introduced to the brand.”
Randerson added that dealing with gifts means thinking of two customers at once. One is the one actually making the purchase, and one is the person enjoying the gift. The QR code initiative gives Edible a way to invite new consumers to its brand, she said.
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