Average Order Value Calculator
This average order value calculator divides your revenue by your order count to reveal AOV — the single fastest lever for growing revenue without more traffic. Add your conversion rate to also see estimated visitors and revenue per visitor. Use it to measure whether bundles, upsells and free-shipping thresholds are actually lifting basket size.
Revenue for the period you are analyzing.
Completed orders in the same period.
Visitor-to-order conversion %. Used to estimate visitors and revenue per visitor.
Average order value
50
- Estimated visitorsOrders ÷ conversion rate.
- 10,000
- Revenue per visitorAOV × conversion rate — what each visit is worth on average.
- 1
How it was calculated
- AOV: $10000.00 ÷ 200 orders = $50.00.
- Visitors: 200 ÷ 2.0% = 10000.
- Revenue per visitor: $50.00 × 2.0% = $1.00.
How it works
Average order value = total revenue ÷ number of orders. $10,000 from 200 orders is a $50 AOV.
Estimated visitors = orders ÷ conversion rate. 200 orders at 2% implies 10,000 visitors.
Revenue per visitor = AOV × conversion rate. It combines basket size and conversion into the value of a single visit — the number your ad bids should beat.
AOV, conversion rate and traffic multiply into revenue: lift any one and revenue grows without touching the others.
Worked examples
$10,000 revenue, 200 orders, 2% conversion
AOV = $50. Estimated visitors = 200 ÷ 0.02 = 10,000. Revenue per visitor = $1.00. If paid clicks cost $0.80, each visit nets about $0.20 on average.
$45,000 revenue, 900 orders, 3% conversion
AOV = $50. Visitors = 900 ÷ 0.03 = 30,000. Revenue per visitor = $1.50 — 50% higher than the previous example despite identical AOV, because conversion is better.
How to measure
- Use net revenue (after refunds) — gross revenue inflates AOV in high-return categories.
- Count orders, not items: AOV is per checkout, which is what bundles and thresholds influence.
- Segment AOV by traffic source; paid and organic visitors often have very different basket sizes.
- Track AOV alongside conversion rate — discounts that lift conversion usually drag AOV down.
- Exclude wholesale/B2B orders from your DTC AOV or they will distort the trend.
Assumptions & limitations
Planning estimate
- Visitor count is inferred from conversion rate, not measured — bot traffic and tracking gaps distort it.
- A single average hides the distribution; a few bulk orders can mask a falling typical basket.
- Revenue per visitor assumes the conversion rate applies evenly, which is approximate.
- This is a planning estimate, not financial advice.
Frequently asked questions
Divide total revenue by number of orders. $10,000 ÷ 200 orders = $50 AOV. Use net revenue after refunds for an honest figure, and keep the period consistent when comparing.
It depends on category — $50 is solid for many DTC stores, while furniture or electronics run far higher. The useful benchmark is your own trend: a rising AOV means your merchandising (bundles, thresholds, upsells) is working.
The proven levers are free-shipping thresholds set just above your current AOV, product bundles, post-purchase upsells, and "frequently bought together" recommendations. Measure with this calculator before and after each change.
Revenue per visitor = AOV × conversion rate: the average dollar value of one site visit. It is the number your cost-per-click must stay under for paid traffic to profit — if RPV is $1.50, paying $2 per click loses money regardless of AOV.
Usually yes — discounts directly shrink basket value even when they lift order count. That is why revenue per visitor is the better scoreboard for promos: it captures both the conversion gain and the AOV cost in one number.