Tools / E-COMMERCE
Average Order Value Calculator
Divide revenue by orders and you get AOV — the number that decides how much you can afford to spend winning a customer. See yours, then see what lifting it is worth.
ABOUT THIS TOOL
Average order value is quietly one of the most important numbers in e-commerce: raise it and every other lever — ad budgets, free-shipping thresholds, profit per customer — moves in your favour, without a single extra visitor. This free calculator turns your revenue and order count into your AOV, then shows exactly how much extra monthly revenue you would earn if you nudged that number up. It is the fastest way to size the prize before you invest in bundles, upsells, or a higher free-shipping bar.
How to use it
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01
Enter your revenue
Use a period that is easy to pull — a month, a quarter, or last 30 days.
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02
Enter your order count
The number of orders over the exact same period.
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03
Read your AOV
Revenue divided by orders — your average order value, instantly.
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04
Set a target
Type a higher AOV and see the extra revenue it earns at the same order volume.
What people use it for
- Sizing the revenue upside of bundles and upsells before you build them
- Setting a free-shipping threshold above your current AOV
- Working out how much you can afford to spend acquiring a customer
- Tracking AOV month over month as you test merchandising changes
The formula
AOV = total revenue ÷ number of orders
Average order value is one of the few e-commerce metrics with no room for interpretation — it is a division, and the only thing you have to get right is using the same period and the same revenue basis on both sides.
- Total revenue
- What customers paid for products over the period. Most stores exclude shipping and tax so the number reflects merchandising rather than delivery fees — whichever you choose, keep it consistent month to month or the trend becomes meaningless.
- Number of orders
- Completed orders over the exact same period. Count orders, not units and not customers — one customer buying three times is three orders.
- Refunds and cancellations
- Net them out of both figures if you can. A store with heavy returns that reports gross AOV is measuring intent, not revenue.
- The period
- Long enough to smooth out noise, short enough to still be current. A month is the usual choice; a week is too jumpy for anything but a sanity check.
A worked example
The figures below are illustrative — they are here to show the arithmetic and what it implies, not to suggest what your store should be doing.
| Input | Value | Where it comes from |
|---|---|---|
| Revenue, last 30 days | $42,000 | Product revenue only, refunds netted out. |
| Orders, last 30 days | 600 | Completed orders over the same 30 days. |
| Average order value | $70.00 | 42,000 ÷ 600. This is the number the calculator returns. |
| Target AOV | $80.00 | A $10 lift — roughly one accessory attached to every seventh order. |
| Revenue at the same order volume | $48,000 | 600 × $80. The extra $6,000 a month comes from the traffic you already have. |
| Annualised difference | $72,000 | The same 600 orders a month, merchandised differently. |
That is the whole argument for working on AOV: the extra $6,000 arrives without buying a single additional visitor, so it carries almost no acquisition cost. Run your own figures through the calculator above — the gap between your current and your target AOV is the budget you can justify spending on bundles, upsells, or a higher free-shipping threshold.
Is your AOV any good?
Published cross-industry AOV benchmarks vary so widely between sources — often two- or threefold for the same category in the same year — that comparing yourself to one tells you very little. These four comparisons are worth more, because the data behind them is your own.
Against your own last 12 months
The only comparison that controls for your catalogue, your price points and your market. A flat AOV across a year of merchandising work means the work is not landing.
Against what an order costs you to win
AOV multiplied by gross margin has to comfortably clear your acquisition cost. If it does not, more traffic will not fix the model — the break-even ROAS and customer LTV calculators show you where the line sits.
Against your free-shipping threshold
A threshold set below your AOV gives away shipping on orders you were getting anyway. Set just above it, the threshold starts pulling orders up — the free-shipping threshold calculator works out where to put it.
Against your best channel
Segment AOV by traffic source. A channel bringing cheap clicks at a low AOV is often more expensive per pound of profit than one that looks pricier per click.
The E-Commerce
Growth Playbook
17 moves that turn a store into a revenue machine — the exact levers our team pulls for the brands we build and grow.
- Convert more of the traffic you already pay for
- Speed wins that lift revenue on every visit
- Retention flows that make the second sale cheaper
- Ad math so you scale in profit, not blind
Enjoy the playbook!
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Frequently Asked
Questions
Common questions about this free tool.
What counts as a good AOV?
There is no universal figure — it depends entirely on your category and price points. What matters is the trend: an AOV that climbs as you add bundles and upsells is the goal. Pair this with the Customer LTV calculator to see the full value of each buyer.
How do I actually raise my AOV?
The reliable levers are bundles, volume discounts, cross-sells, and a free-shipping threshold set just above your current AOV. Our free E-Commerce Growth Playbook walks through each one.
Should I use revenue before or after shipping?
Use the same basis consistently. Most stores measure AOV on product revenue only, excluding shipping and tax, so the number reflects merchandising rather than delivery fees.
Current store performance