Average Order Value (AOV)

E-commerce

The average amount spent each time a customer places an order on your website or app.

Why it matters

Increasing AOV is one of the fastest ways to grow revenue without needing more traffic. Upsells, cross-sells, and bundles all target this metric.

AOV = Total Revenue / Number of Orders

Divide total revenue by the total number of orders placed in the same period. Use gross revenue before refunds for a true picture.

Total Revenue

Number of Orders

Average Order Value

Varies by vertical

Fashion: $50-$100. Electronics: $100-$300. Home goods: $100-$250. Luxury: $300+.

The average revenue generated by each visitor to your website, combining conversion rate and average order value.

The percentage of online shoppers who add items to their cart but leave without completing the purchase.

The percentage of visitors or leads who complete a desired action, such as making a purchase or signing up.