Revenue from orders in the period.
Orders in the same period.
AOV
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The AOV formula
AOV = revenue ÷ number of orders
Example: Your shop takes $24,000 from 400 orders in a month: $24,000 ÷ 400 = $60 average order value. At the same AOV, a $30,000 month needs 500 orders.
What is AOV?
Average order value is one of the three numbers behind ecommerce revenue, with visitors and conversion rate. Raising it grows revenue without buying more traffic.
It also sets how much you can pay for an order. A higher AOV makes the same cost per click or CPA easier to afford.
What is a good AOV?
AOV depends almost entirely on what you sell, so compare with shops in your own category.
| Where | Typical | Source |
|---|---|---|
| Ecommerce sites, worldwide Past 12 months as of Oct 2026; from $66 (pet care) to $310 (luxury and jewelry) | $172 | Dynamic Yield, average order value benchmarks |
How to increase average order value
- Set a free-shipping threshold a little above your current AOV.
- Offer bundles and volume discounts on products people buy together.
- Recommend add-ons on product pages and in the cart.
- Show a higher-priced option next to the popular one.
What AOV doesn't tell you
- AOV can rise while profit falls, for example when discounts and free shipping cost more than the extra items bring.
- A few very large orders can lift the average. Look at the median order too, if your shop reports it.
OneLence helps marketing teams find growth opportunities, know what to do next, and grow more efficiently without simply spending more. It puts ads, search, AI assistants and affiliate partners side by side, with the visitors and sales each one brings, and says where to invest, hold or cut back. See how it works.
Frequently asked questions
How do you calculate average order value?
Divide revenue by the number of orders in the same period. $24,000 ÷ 400 orders = $60.
Should AOV include shipping and tax?
Usually not. Most teams use revenue after discounts and before tax and shipping. Whichever you choose, keep it the same so months stay comparable.
What is the difference between AOV and customer lifetime value?
AOV is the value of one order. Lifetime value adds up every order a customer makes over the time they buy from you.
How does AOV affect what I can spend on ads?
A higher AOV means more revenue per sale, so you can pay more per conversion and still make money. Check what you can afford with your margin per order.
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