Average Order Value (AOV) Calculator

Average order value is total revenue divided by the number of orders in the same period: AOV = revenue ÷ orders. With the defaults, $25,000 from 400 orders gives an AOV of $62.50 (shown as $62.5, since the calculator drops a trailing zero).

The number is only meaningful if the revenue and the order count describe exactly the same orders. Revenue from one report and orders from another, or a revenue figure that includes refunds processed for last month's orders, will give you an AOV that doesn't match any real basket.

Decide what revenue means before comparing AOV over time. Say your store's 400 orders came to $25,000 at checkout, including $1,800 of shipping charged to customers and $1,200 of sales tax:

Tax is never your revenue, so leave it out. Whether to include shipping depends on what you want to know: product AOV (without it) is better for merchandising decisions, while the full amount is closer to what a customer actually spent. Also take refunds and cancelled orders out of both revenue and the order count.

AOV is a mean, so a few unusually large orders pull it up. Suppose 399 of your 400 orders added up to $20,000 and one wholesale order was $5,000. AOV is $62.50 with it and $50.13 without it. The typical customer spends about $50, not $62.50.

If you plan promotions around AOV, look at the spread of order sizes too. The calculator can't produce a median, but sorting your orders by value in a spreadsheet and reading the middle one gives you the typical basket. Consider reporting wholesale or B2B orders separately from retail.

Three related averages answer different questions:

• AOV: revenue per order. $25,000 ÷ 400 = $62.50.
• Revenue per customer: revenue per buyer. If those 400 orders came from 320 customers, it is $25,000 ÷ 320 = $78.13, because some people ordered more than once (1.25 orders each on average).
• Revenue per visitor: conversion rate × AOV. If the orders came from 12,000 visits, it is about $2.08 a visit.

AOV can rise while revenue falls, for example if a minimum order value puts off small buyers. Check order count and revenue alongside AOV whenever you change pricing, bundles or shipping thresholds.