What is the average order value formula?

AOV = Total Revenue ÷ Number of Orders. For example, $50,000 revenue from 500 orders gives an AOV of $100.

What is a good average order value?

AOV varies widely by industry. Fashion and apparel typically runs $80–$150. Electronics can exceed $300. Consumer goods often sit at $50–$100. Compare your AOV against your own historical baseline first, then benchmark against your category.

How do I increase average order value?

Common tactics: add product bundles, offer volume discounts, set a free-shipping threshold just above current AOV, display "frequently bought together" recommendations, add a one-click post-purchase upsell, and use tiered loyalty rewards.

What is the difference between AOV and revenue per visitor?

AOV only counts customers who placed an order. Revenue per visitor (RPV) factors in all visitors including those who did not buy — RPV = AOV × Conversion Rate. Both matter: AOV tells you cart size, RPV tells you channel quality.

Should I include returns and refunds in the AOV calculation?

For operational AOV tracking, use gross revenue. For profitability modeling, use net revenue (after returns). Be consistent when comparing periods.

How often should I calculate AOV?

Monthly at minimum for trend tracking. Daily or weekly during active AOV-improvement tests so you can quickly detect whether a bundle or upsell is moving the needle.

Average Order Value Calculator

Enter total revenue and number of orders to get your AOV, then model how increasing it affects total revenue.

Revenue & Orders

Total Revenue

Gross revenue for the period (before returns)

Number of Orders

Total orders placed in the same period

AOV Improvement Simulator (optional)

Project how much additional revenue a higher AOV would generate on the same number of orders.

Target AOV

The average order value you are aiming to reach

Results

Average Order Value

$100.00

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Total Revenue

$50,000.00

Total Orders

500

Formula Breakdown

AOV = $50,000 ÷ 500 = $100.00

Typical AOV Benchmarks by Category

Fashion

$80–$150

Electronics

$200–$400

Health & Beauty

$50–$100

Home & Garden

$100–$200

Summary

Average order value (AOV) is total revenue divided by the number of orders in a period. Raising AOV through upsells, bundles, or free-shipping thresholds is one of the highest-leverage levers in ecommerce — the traffic cost is already paid. This calculator shows your current AOV and lets you simulate the revenue impact of lifting it by any amount.

How it works

Enter total revenue generated in a specific period.
Enter the total number of orders in the same period.
Your AOV is calculated instantly.
Optionally enter a target AOV to see projected additional revenue.
Use the benchmark section to compare your AOV to industry norms.

Use cases

Measure the effect of a new upsell or bundle offer on AOV.
Set a free-shipping threshold that nudges customers above the current AOV.
Compare AOV across traffic channels to prioritize high-value audiences.
Track AOV trends after promotions or pricing changes.
Project additional revenue from a 10–20% AOV improvement without more traffic.
Benchmark AOV against industry averages to spot opportunity gaps.
Present AOV growth to stakeholders alongside conversion rate and traffic.
Evaluate whether a discount that increases order size is revenue-positive.

Frequently Asked Questions

Last updated: 2026-06-11 · Reviewed by Nham Vu