About the Average Order Value Calculator
This average order value (AOV) calculator divides your total revenue by the number of orders to show how much a typical customer spends per checkout. Add the number of units sold and it also reports units per order and average selling price per item — the two levers that together make up AOV.
Online store owners, marketplace sellers and marketers use AOV to judge pricing, bundling and upsell strategies and to set ad budgets, since a higher AOV lets you pay more to acquire each customer. Enter a target AOV increase and the calculator shows the new AOV and how much extra revenue you would make from the same number of orders, plus a chart of revenue at different uplift levels.
Use revenue and order counts for the same period and channel. Decide whether to include shipping, taxes, discounts and refunds, and keep that choice consistent when comparing periods.
With the default inputs, the average order value is $80.00. Change any value above to recalculate instantly.
How to use the average order value calculator
- 1Enter total revenue for the period from your store or analytics.
- 2Enter the number of orders for the same period.
- 3Optionally add units sold to see items per order and average item price.
- 4Set a target AOV increase to model bundles, upsells or free-shipping thresholds.
- 5Review the extra revenue and the chart of different uplift scenarios.
Formula and method
Average order value is total revenue divided by the number of orders in the same period. It can be broken into two drivers: units per order (units sold ÷ orders) and the average selling price of each item (revenue ÷ units). Multiplying those two gives the AOV back, so you can see whether customers are buying more items or pricier items.
The uplift scenario multiplies AOV by (1 + target increase) and assumes the order count stays the same, so extra revenue = (new AOV − current AOV) × orders. In practice upsells can slightly change conversion rate, so test changes before relying on the projection.
- AOV
- Average order value
- Revenue
- Total sales in the period (be consistent about tax, shipping and refunds)
- Orders
- Number of completed orders in the same period
Worked examples
$120,000 revenue from 1,500 orders
$120,000 ÷ 1,500 orders = $80 AOV. With 3,300 units sold, customers buy 2.2 items per order at about $36.36 each. A 10% AOV increase to $88 adds $12,000 from the same 1,500 orders.
Small shop testing a free-shipping threshold
$18,400 ÷ 460 = $40 AOV, with 1.5 items per order. If a free-shipping threshold pushes AOV up 15% to $46, the same 460 orders bring in $2,760 more.
Restaurant average check
$64,500 over 2,150 checks is a $30 average check. Nudging it up 5% to $31.50 — for example with a dessert or drink suggestion — adds $3,225 a month.
Frequently asked questions
How do you calculate average order value?+
Divide total revenue by the number of orders in the same period. For example, $50,000 of sales from 1,000 orders gives an AOV of $50. Use the same definition of revenue (with or without tax, shipping and refunds) every time.
What is a good average order value?+
It depends heavily on what you sell: a coffee shop may be under $10 while furniture stores run into hundreds. The best benchmark is your own history — track AOV monthly and aim to raise it faster than acquisition costs rise.
How can I increase average order value?+
Common tactics are product bundles, "frequently bought together" recommendations, free-shipping thresholds set slightly above current AOV, volume discounts, and upsells to premium versions at checkout.
Should AOV include shipping and tax?+
Most analytics platforms report revenue with or without them depending on settings. Excluding tax is common because it is not your money, but the important thing is consistency so month-to-month comparisons are meaningful.
What is the difference between AOV and customer lifetime value?+
AOV measures one order. Customer lifetime value multiplies AOV by how many times a customer buys over their relationship with you, and often by margin. Raising AOV directly raises lifetime value.