Average order value calculator
Calculate average order value and target uplift.
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Compare two scenarios.
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How it works
Calculate average order value from a consistent sales report, then see the revenue effect of a different basket value at the same order count. Choose a revenue definition so the result can be compared honestly with other reports. The target scenario makes the change per order and total revenue change visible without assuming a higher AOV automatically improves profit.
A few things to know
An average and a fixed-order-count scenario, not a forecast of customer behavior or profitability. Revenue definition selection only labels entered numbers. Platforms differ in how they handle discounts, returns, gift cards, shipping, tax and cancelled orders. Orders must be a positive whole count; current revenue and target must be nonnegative. A positive target compared with zero AOV has no defined percentage uplift. A higher basket value can change costs and conversion; those effects are not modeled here.
Results use your inputs. Keep all money amounts in the same currency.
When to use this tool
Average order value measures revenue per order, not revenue per customer or profit per basket. This calculator divides a period’s order revenue by its matching order count and shows the revenue effect of a target AOV at unchanged order volume. A visible revenue-definition choice helps keep comparisons honest when reports treat discounts, returns, tax or shipping differently.
- Establish a consistent basket-value baseline before testing bundles or a shipping threshold.
- Translate an AOV target into the revenue change required at your current order count.
- Compare sales reports after documenting which revenue adjustments and orders each one includes.
How to use average order value calculator
Choose the revenue definition
Select product sales after discounts, net product sales after returns, or your own total-order-revenue definition. The selection labels the input; it does not calculate refunds, tax or shipping adjustments for you.
Match revenue with orders
Enter the already-adjusted order revenue and the corresponding whole-number order count for the same period. Use orders rather than units, unique customers or sessions, and follow the inclusion policy of the report you are analyzing.
Set a target basket value
Enter target AOV and inspect the change per order, target period revenue and additional revenue. Export the scenario, then evaluate conversion and contribution changes before treating a higher target as a business improvement.
Moving from an AOV of 80 to 100
Inputs
Product sales after discounts 80,000; matching orders 1,000; target AOV 100.
Result
Current AOV is 80.00. The target requires 20.00 more per order, a 25% increase. At the same 1,000 orders, target revenue is 100,000 and the period revenue increase is 20,000.
What it means
This is a fixed-order-count scenario. It does not assume a bundle, price change or shipping offer will preserve conversion, and it does not deduct the cost of the additional products or promotion.
Common mistakes to avoid
Dividing by customers instead of orders
A customer can place several orders. Dividing revenue by unique customers measures a different average and cannot be compared directly with AOV.
Mixing returns policies between reports
A revenue figure net of refunds combined with an order count that excludes all returned orders can mean something different from a platform’s default AOV. Match the definitions before interpreting a difference.
Assuming a larger basket always creates more profit
Discounted bundles or free shipping can lift AOV while reducing contribution. Assess the additional cost and the effect on order volume alongside the revenue target.
Frequently asked questions
Definitions, edge cases, and practical next steps for this tool. Search all tool FAQs ↗
How is average order value calculated?
Divide order revenue for a period by the number of corresponding orders in that period. With 80,000 of revenue and 1,000 orders, AOV is 80. The arithmetic is simple; the key reporting choice is what the revenue and order count include.
Should AOV include discounts, returns, tax or shipping?
That depends on the report you want to match. Shopify’s marketing metric definition uses gross sales minus discounts divided by orders, while other reports may use a different scope. This tool offers labeled bases and expects you to enter the appropriately adjusted revenue rather than applying hidden adjustments.
Does choosing a revenue definition change the input amount?
No. The definition labels your calculation and export. If you choose net product sales, enter revenue already adjusted for the returns and discounts in your source report. Changing the selector alone does not automatically subtract refunds or remove tax and shipping from an entered total.
How does the target AOV scenario work?
It multiplies the target basket value by the entered order count. The difference from current revenue is the additional or reduced period revenue at unchanged volume. In the example, target AOV 100 times 1,000 orders gives 100,000, which is 20,000 above the baseline.
Can I enter a target below my current AOV?
Yes. The calculator shows a negative per-order and revenue change. With current AOV 80 and target 60, the change is −20 per order or −25%; across 1,000 orders, revenue falls by 20,000 under the fixed-volume assumption. This can help model a lower-price offer.
What happens if there are no orders or no revenue?
Order count must be positive because AOV divides by it. Zero revenue with positive orders produces AOV zero. A positive target then has no defined percentage uplift from that zero baseline, though the absolute target revenue still calculates. A zero target against zero AOV has no change.
How is AOV different from customer lifetime value?
AOV describes one period’s average order. Customer lifetime value describes value across a customer relationship, incorporating repeat purchases or subscription retention and often a margin adjustment. A larger basket can influence lifetime value, but it does not tell you how often customers return or what they cost to serve.
What should I test to improve average order value?
Consider relevant bundles, useful add-ons or a shipping threshold, then measure order conversion and contribution alongside basket value. Keep a baseline using the same revenue definition and comparable dates. If an offer increases AOV but reduces orders or raises fulfillment costs, assess the overall economics before keeping it.
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Sources and method
Use the references below to check definitions and platform guidance. The model’s scope and limits are explained above. Read our editorial standards.