Average order value (AOV) is the average revenue per order over a defined period: total revenue divided by the number of orders.
Category
Metrics
Also known as
AOV; average order value
It is a core commerce metric because lifting AOV, through bundling, thresholds, or recommendations, grows revenue without needing more traffic. It is most useful segmented, since a blended AOV can hide very different behavior between new and repeat customers.
In practice
Watch AOV alongside order frequency and margin. A rising AOV driven by discount-heavy large orders can raise revenue while quietly lowering profit.
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