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Official documentation for campaign structure and measurement basics.
Visit tool →Average Order Value (AOV) Calculator
Revenue ÷ orders for coherent slice/time—watch tax and shipping conventions.
Calculator
Average order value
$130.99
Results are simplified estimates for educational purposes only and should not be treated as financial, accounting, legal, or tax advice. See our disclaimer for details.
Overview
Use when promos shifted and you wonder if basket size—not traffic—explains revenue deltas. Marketplace revenue should be seller net if that is how you track.
Formula
Revenue ÷ number of orders. Align refund timing policy with how finance closes books.
Example calculation
Using the default example values from the JSON seed for this tool:
- Revenue (period)
- 186000
- Orders
- 1420
Result: $130.99 (Average order value)
How to interpret this result
Mean basket size from revenue ÷ orders in the same slice.
Segment by channel or discount mix when diagnosing changes.
Keep revenue net/gross of tax consistent across periods you compare.
When to use this calculator
- When you divide order revenue by order count for the same slice
- When discounts or bundles moved and you want basket size isolated
- When you compare channels with different AOV and need both numbers
- When tax-inclusive versus exclusive revenue would skew trends
Rule of thumb
One huge enterprise order can lift AOV and hide softness in everyday baskets—segment when possible.
Terms used in this calculator
- AOV
- Average order size: slice revenue divided by order count—with tax/shipping counted the same each month.
- Gross margin
- Sales minus COGS as a percentage of revenue—nothing below gross profit counted here.
Common mistakes
- Mixing B2B and DTC orders when cohorts need separation.
- Including shipping inconsistently in revenue.
- Using gross marketplace GMV instead of your net revenue.
What to do next
ROAS, CPA, and margin calculators explain whether higher baskets actually help profit.
How to improve this result
- Test free-shipping thresholds against margin—not only top-line AOV.
- Segment marketplace orders from DTC when fees differ.
- Keep “revenue” consistently tax-in or tax-out when you trend AOV.
Recommended tools
Useful tools for this calculator
These tools are related to the topic of this calculator. Some links may be partner links.
ProfitWell
Pricing and retention resources for subscription businesses.
Visit tool →Shopify
Partner linkCommerce platform for building and scaling an online store.
Visit tool →FAQ
- Gift orders inflate AOV?
- Segment B2B vs consumer if gift spikes seasonally distort trend.
- Shipping included?
- Be consistent versus historical reporting—moving lines moves AOV mechanically.
- Does this diagnose profit?
- No—pair margin calculators when diagnosing profit.
- Single huge order distortion?
- Filter enterprise outliers occasionally for operational reads.
- Compare ad channels?
- Yes—CAC and AOV interplay explains acceptable CPA swings.
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Open calculator →Affiliate disclosure
Disclosure: Some links on this page may be affiliate links. If you sign up or make a purchase through these links, FounderCalc may earn a commission at no extra cost to you. We only recommend tools that are relevant to the calculator topic.