There is no universal number; groceries might run $50, fashion $90, furniture $800. Judge yours against category norms and, more importantly, its trajectory over time.

Does AOV include shipping charges?

Purists exclude it since shipping barely carries margin. Whatever you choose, keep it consistent so trends stay readable.

Can discounts raise AOV?

Yes; thresholds like $15 off over $150 push buyers to add items. Just verify the discount costs less than the margin those added items contribute.

Marketing & Ecommerce

AOV Calculator

What this does

Find average order value from total revenue and order count, with a quick projection for planning targets.

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How to use it

Using the aov calculator

01
Pull net revenue
Use product revenue excluding tax; treat shipping consistently month to month.
02
Count the orders
Total completed transactions in the identical period, with refunds handled the same way as revenue.
03
Track the trend
AOV matters as movement: rising baskets suggest bundling works, falling ones flag discount dependence.

Good to know

Why AOV is the quiet profit lever

Acquisition costs are largely fixed per order, so every extra dollar of basket size flows disproportionately to margin. Lifting AOV 10% often beats winning 10% more customers; at far lower cost.

The proven AOV playbook

Free-shipping thresholds set just above current AOV, bundles priced marginally under separate purchase, and post-checkout upsells all reliably raise basket size without touching traffic spend.

Read AOV alongside CAC

AOV only means something against acquisition cost and repeat rate. A $90 AOV with a $120 CAC is a losing machine; a $35 AOV with loyal repeat buyers can be a goldmine.

How it's calculated

The math behind this calculator

AOV = total revenue ÷ number of orders

Average order value spreads period revenue evenly across orders placed. It deliberately ignores distribution; one whale order among hundreds of small ones still shifts the mean; making it a planning lever rather than a customer portrait.

Assumptions & limitations

Revenue excludes taxes; decide once about shipping and stay consistent.
Refunded orders are typically excluded from both sides of the ratio.
Same reporting window for revenue and orders.

Worked example

Turning $45,000 of revenue across 900 orders means a $50.00 average order value; about $5,000 of revenue per hundred orders at this rate.

FAQ

Frequently asked questions

What is a good AOV?: There is no universal number; groceries might run $50, fashion $90, furniture $800. Judge yours against category norms and, more importantly, its trajectory over time.
Does AOV include shipping charges?: Purists exclude it since shipping barely carries margin. Whatever you choose, keep it consistent so trends stay readable.
Can discounts raise AOV?: Yes; thresholds like $15 off over $150 push buyers to add items. Just verify the discount costs less than the margin those added items contribute.

Keep exploring

Using the aov calculator

Pull net revenue

Count the orders

Track the trend