AOV Calculator: Average Order Value

AOV stands for Average Order Value, the average dollar amount spent each time a customer places an order on your e-commerce store. It is a core e-commerce metric alongside conversion rate and traffic. Increasing AOV is often the fastest path to revenue growth because it does not require more traffic or customers.

AOV = Total Revenue ÷ Number of Orders. Example: $50,000 in revenue from 1,000 orders = $50 AOV. Calculate AOV over different time periods (daily, weekly, monthly) and segments (new vs returning customers, traffic sources) to identify trends and opportunities.

Good AOV depends on your industry and pricing. Track AOV trends over time and benchmark against your category: apparel typically $50–150, electronics $100–500, B2B $200+. More important than the absolute number is AOV trajectory, improving AOV means customers are buying more per visit.

Product bundling (sell complementary items together), tiered pricing (good-better-best), volume discounts, free shipping thresholds, post-purchase upsells, and cross-sells. Increasing AOV by just 10% can significantly boost revenue without additional traffic or conversion spend.

Indirectly, yes. Higher AOV means each customer generates more revenue, which can justify higher acquisition costs. If your AOV is $200 vs $50, you can afford 4x more CAC while maintaining the same unit economics. This is why AOV optimization is often more impactful than CAC reduction.

Stable or increasing AOV over time is healthy. Declining AOV may indicate discounting pressure, lower-value customer acquisition, or product mix shifts. Segment AOV by new vs returning customers, returning customers should have higher AOV through cross-sells and familiarity with your catalog.