FormulaAOV = revenue / number of orders

Average order value (AOV) is what a typical order is worth. Together with traffic and conversion rate, it is one of the three levers that set a store's revenue.

A higher AOV makes advertising easier. Winning an order costs about the same whatever its size, so a bigger basket leaves more margin to cover the ad cost and lifts your ROAS. These are the usual ways to raise it.

  • Bundles: sell items together for a little less than they cost apart.
  • Free shipping thresholds: set the threshold a bit above your current AOV.
  • Upsells and cross-sells: offer a premium version or a matching item on the product page, in the cart or after checkout.
  • Quantity offers: such as "buy 2, save 10%" for products people use up or give as gifts.

Common mistakes: raising AOV with discounts so deep that the margin per order falls, and watching only the average. A few very large orders can hide that most baskets are small, so look at the spread too.

To see how other stores price and bundle their best sellers, open them in Shop Analytics.