AOV: average order value
AOV (Average Order Value) is the average revenue per order over a period: total revenue divided by the number of orders.
Formula
AOV = revenue ÷ number of orders
An order and a customer are different denominators. Revenue per customer differs from AOV when a customer makes multiple purchases.
- Revenue — revenue for the period (₽)
- Orders — number of completed orders (items)
Worked example
- Revenue: 900 000 ₽
- Orders: 300
- AOV = 900,000 ₽ ÷ 300 orders
Result: 3,000 ₽ per order.
How to interpret it
- AOV sets the base for contribution: variable costs and taxes on a sale are subtracted from the average order value.
- A higher AOV raises the affordable CAC only if margin does not fall by the same proportion.
Common mistakes
- Counting orders by the number of customers.
- Including refunds and cancellations in revenue without deducting them.
- Combining average order values for different product groups into one metric.
Calculate with your own data
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Editorial team: MARKMA Editorial Team. Reviewed: .