Average Order Value

Updated on March 26, 2024
Article byGayatri Ailani
Edited byGayatri Ailani
Reviewed byDheeraj Vaidya, CFA, FRM

What Is Average Order Value (AOV)?

Average Order Value (AOV) stands as a crucial e-commerce metric, gauging the mean amount of money customers spend per transaction when purchasing from a website or online store. Computed by dividing the total revenue accrued from all orders by the total count of orders during a specific timeframe, AOV provides insights into consumer spending patterns.

Average Order Value

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AOV can influence marketing decisions. Businesses can tailor their marketing efforts to encourage customers to spend more by promoting higher-priced items or offering deals tied to minimum order amounts. A higher AOV can facilitate economies of scale, enabling businesses to negotiate better terms with suppliers or shipping providers.

Key Takeaways

  • Average Order Value (AOV) refers to the sum customers expend per order or transaction when procuring items from a business.
  • Calculation of AOV involves dividing the aggregate revenue garnered from all orders during a specific period by the total count of orders within that same timeframe.
  • Typically, a higher AOV signifies that customers spend more per order on average. Such an occurrence can prove advantageous for businesses aiming to optimize revenue and profitability.

Average Order Value Explained

Average Order Value by industry holds immense significance in e-commerce and retail, offering valuable insights into consumer behavior and revenue generation. AOV provides businesses with an understanding of how much, on average, customers are spending during each transaction. The calculation procedure involves the division of aggregate revenue from all orders by the overall count of orders encompassed within a defined duration, be it a day, month, or year.

The significance of AOV lies in its ability to influence a wide array of business strategies and decisions. One of its primary benefits is its impact on revenue generation. Businesses that can successfully increase their AOV stand to generate higher overall revenue without attracting a more extensive customer base. By motivating customers to increase their expenditure with every acquisition, companies can optimize their financial outcomes and attain heightened profitability.

Businesses often employ various techniques for AOV. Upselling involves suggesting higher-priced or premium products to customers, enticing them to choose a more expensive option. On the other hand, cross-selling involves offering complementary or related products to the items in a customer’s cart, encouraging them to add more items to their purchase. Both of these strategies can effectively drive up the total value of each order.

In addition, businesses can offer bundle deals or discounts tied to minimum order amounts. These strategies encourage customers to buy more to unlock savings, leading to larger order values. By strategically positioning products and offers, businesses can create a shopping environment that prompts customers to explore and buy more products, increasing AOV.

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The formula to calculate Average Order Value (AOV) is:

AOV = Total Revenue / Total Number of Orders


  • Total Revenue: The money earned from all orders within a specific period.
  • Total Number of Orders: The total number of orders placed within the same period.

By dividing the total revenue by the total number of orders, the average amount of money customers spend per order during that particular time frame is obtained. This metric aids enterprises in comprehending customer expenditure patterns and enables well-informed choices to refine their approaches, aiming for amplified revenue generation.


To understand the concept better, let us look at the average order value examples.

Example #1

Suppose an online clothing store, “FashionFusion,” operates for a month. During this time, they record a total revenue of $15,000 from 300 orders.

To calculate the AOV:

AOV = Total Revenue / Total Number of Orders

  • AOV = $15,000 / 300
  • AOV = $50

In this example, the AOV for “FashionFusion” is $50. It means that, on average, customers spend $50 per order during that month.

The store can use this information to analyze customer behavior and devise strategies to increase AOV. For instance, they might introduce bundle offers or provide incentives for customers to spend more per order, ultimately aiming to drive their revenue while offering value to customers.

Example #2

Imagine an online electronics retailer named TechWiz. Over a month, TechWiz receives 400 orders from various customers. These orders consist of items such as smartphones, laptops, and accessories. This month, the total revenue generated from all these orders amounts to $24,000.

By analyzing this data, TechWiz can calculate the AOV to understand customers’ average spending in each order. The AOV provides insights into customer spending behavior and helps the company make informed decisions about its marketing strategies and product offerings.

For instance, if TechWiz finds that the calculated AOV is $60, this means that, on average, customers are spending $60 for each order they place on the website. This information could guide TechWiz in various ways, such as suggesting upsell opportunities for higher-priced products, implementing cross-selling techniques to encourage customers to add complementary items to their carts, or designing promotions that incentivize customers to increase their order value.

In this example, the AOV becomes a valuable metric for TechWiz to optimize its operations and enhance revenue generation by tailoring its strategies to customer behavior.

How To Increase?

Increasing AOV involves strategic planning and implementation of various techniques to encourage customers to spend more during each transaction. Here are some effective strategies to help boost AOV:

  • Upselling: This offers customers higher-priced or premium versions of the products they are considering. Highlight these options’ added value and benefits to entice them to choose a more expensive item.
  • Cross-Selling: Suggest complementary or related products that go well with what the customer is buying. Presenting these suggestions prominently during the checkout process stimulates customers to augment their cart by considering additional products.
  • Bundle offers: Create bundles of products commonly purchased together and offer them at a discounted price compared to buying each item individually. This strategy can encourage customers to spend more to unlock their savings.
  • Volume discounts: It offers tiered discounts based on the quantity or total value of items in a customer’s cart. It motivates customers to buy more to reach the next discount threshold.
  • Minimum order amount for free shipping: Setting a minimum order threshold for free shipping can incentivize customers to expand their cart contents. By providing complimentary shipping for orders surpassing a designated value, businesses can often sway customers towards purchasing more items to circumvent shipping charges.


AOV is a pivotal metric with far-reaching implications for businesses, particularly those operating in the e-commerce and retail sectors. Its significance lies in directly influencing revenue growth and overall profitability.

By incentivizing customers to elevate their expenditures in every transaction, enterprises can augment their profits without the obligation of enlarging their customer pool. The increase in transaction value leads to higher revenue and greater profitability by enabling improved resource allocation, enhanced profit margins, and increased efficiency in managing inventory turnover.

Moreover, AOV serves as a litmus test for marketing effectiveness, revealing the success of strategies in driving customers to make larger purchases. It also fosters a more personalized customer experience through bundling and tailored recommendations. AOV’s importance extends to its impact on customer lifetime value, competitive positioning, and segmentation. By optimizing AOV, businesses align their strategies to stimulate value-driven customer behavior, fostering sustainable growth and strategic financial planning.

Frequently Asked Questions (FAQs)

1. How can I view the Average Order Value (AOV) in Google Analytics?

To view the Average Order Value in Google Analytics, follow these steps:
– Log in to your Google Analytics account.
– Navigate to the “E-commerce” section under the appropriate property and view.
– Look for the “Overview” report, where you’ll find the AOV and other critical metrics like Revenue, Conversion Rate, and more.

2. What is the difference between average order value and basket size?

AOV emphasizes the financial aspect of customer transactions, indicating how much money customers spend per order. On the other hand, Average Basket Size highlights the volume of items customers add to their carts, revealing their preferences and shopping patterns based on the number of products they purchase together.

3. Does Amazon provide AOV data to sellers?

Amazon provides sellers access to various reports and analytics, including Amazon Average Order Value (AOV) data. Sellers can analyze their performance and track Amazon AOV trends through their Amazon Seller Central dashboard.

This article has been a guide to what is Average Order Value (AOV). Here, we explain the concept along with its formula, calculation, how to increase it, importance, and examples. You may also find some useful articles here –

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