Average order value calculator
What a typical order is worth.
How it works
Average order value = total revenue ÷ number of orders
Deceptively simple, and worth two cautions. Use net revenue after returns, or a heavy-returns category will flatter itself badly. And remember this is a mean: a handful of large orders pulls it well above what most customers actually spend, so if you are setting a free-shipping threshold from it, look at the median too.
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Frequently asked questions
- Should revenue include shipping and tax?
- Be consistent and say which you used. Most retailers exclude tax and include shipping paid by the customer, because that is what the order was worth to them.
- How do I raise AOV?
- Bundles, volume breaks, a free-shipping threshold set slightly above the current average, and complementary recommendations at checkout. Raising prices raises AOV too, which is why it should never be read alone.
- Why does my AOV feel too high?
- Almost always a few outsized orders pulling the mean. Compare it with the median order value; a wide gap means you have two customer populations, not one.