revenue
AOV - Average Order Value
The average amount a customer spends per order, calculated as total revenue divided by number of orders.
Formula
AOV = Total Revenue / Number of Orders
AOV tells you how much each checkout is worth on average. A store with 1,000 orders and $80,000 in revenue has an AOV of $80.
AOV is a lever, not just a metric. Bundles, upsells, free-shipping thresholds and minimum-order discounts are all designed to push AOV up. Every extra dollar of AOV with no extra ad cost is pure margin.
AOV varies heavily by channel and cohort. New customers acquired through ads often have lower AOV than returning buyers. Tracking AOV by channel and by customer type surfaces those differences.
Related terms
See AOV live in your store.
Vibel tracks AOV across every channel and surfaces it alongside contribution margin, LTV and every other metric that matters.
Get started free