Glossary
What is AOV (Average Order Value)? E-commerce definition
June 4, 2026
The AOV (Average Order Value, or average basket) measures the average amount spent per order on an online store over a given period. Formula: revenue ÷ number of orders. It is a central KPI of e-commerce analytics: increasing AOV allows for generating more revenue without necessarily acquiring more customers, in parallel with the conversion rate and purchasing frequency.
Summary
Definition: AOV, average basket, CLV
AOV (Average Order Value) is the average value of an order. In France, this is often referred to as the average basket (panier moyen). Both terms refer to the same metric in B2C e-commerce.
Formula:
AOV = Total revenue over the period ÷ Number of orders over the same period
Example: €24,000 in net sales and 800 orders over one month → AOV = €30.
To clearly distinguish the concepts. AOV vs CLV (Customer Lifetime Value): AOV focuses on a single order; CLV aggregates the value over the entire customer relationship (including repeat purchases); AOV vs revenue per visitor (RPV): RPV = Revenue ÷ sessions; AOV ignores traffic and only measures converted buyers; Gross AOV vs Net AOV: specify whether refunds, discounts, and taxes are included or excluded. Shopify displays gross and net sales in its reports; and Global AOV vs Segment AOV: channel (Meta vs organic), country, new vs returning, entry product.
Why AOV is important for driving growth
A store's revenue depends on three levers: traffic × conversion rate × AOV (× purchase frequency for customer loyalty). AOV is often the fastest lever to activate once traffic is in place.
Profitability: a higher basket absorbs fixed costs better (logistics, packaging, CAC); Margin: additional sales via cross-sell or upsell cost less in acquisition than new customers; Free shipping threshold: encouraging customers to add a product to exceed a target amount (be careful not to cannibalize the margin); Marketing performance: a stable AOV helps to better calibrate ROAS and ad bidding; and Industry benchmark: comparing your AOV to the standards of your niche (fashion, beauty, food) to detect underperformance.
Warning: pushing the AOV at all costs (aggressive bundles, excessive discounts) can damage the margin or the conversion rate. The goal is a profitable AOV, not a maximum one.
In the context of a glossary, AOV must be understood as a practical reference point: the term helps name a common situation, distinguish it from related concepts, and connect the definition to concrete decisions to drive growth. The interest is therefore not just theoretical; it also allows for better organization of content, tools, and indicators used by an e-commerce team.
How to analyze AOV in an online store
The operation is generally progressive. First, choose the period (day, week, month, campaign). Next, sum the turnover (gross or net, depending on your convention). Then, divide by the number of orders (excluding cancellations if you use net).
Analyze also. AOV by channel: do Meta customers have a lower basket than email? ; AOV before / after promo: a -20% discount can inflate volume but lower the AOV; and Items per order: useful complement to the AOV (average number of lines).
Track AOV on Shopify
Common tactics on Shopify. Cross-sell and upsell: "Frequently bought together", product recommendations, size or range upgrade; Bundles and packs: apps or native features depending on the theme; gift kits, subscriptions; Free shipping threshold: progress bar on the cart page ("Only $8 more for free shipping"); Volume discounts: "Buy 2, save 10%" on consumables; Order bumps at checkout: small low-friction add-on (Shopify Checkout extensibility depending on plan); Psychological pricing: tiers, price anchoring, time-limited offers; and Loyalty program: points or cashback encouraging to complete the cart.
Where to track AOV in Shopify: Analytics section, sales reports, and overview (average order value). Export by period to cross-reference with your email or ads campaigns (Shopify Help Center).
Smart product recommendations (chat, AI) can also guide towards relevant complementary items and support AOV without over-promoting.
On Shopify, the challenge is primarily to translate this concept into a clean, maintainable setup that is understandable by the team. The merchant must avoid scattered settings, document important choices, and regularly verify that what is displayed to the customer corresponds with what is managed in the admin.
In brief
AOV = Revenue ÷ number of orders; common synonym: average basket; key KPI along with conversion and traffic to steer revenue; Distinct from CLV (value over several orders); Levers: cross-sell, bundles, shipping threshold, quantities, pricing; and Native tracking in Shopify Analytics; aim for a profitable AOV, not maximum.
In summary, AOV is a seemingly simple concept, but important for structuring an online store. When well mastered, it improves the understanding of the catalog, the quality of the customer experience, and the consistency of marketing or operational actions.
Associated terms, FAQ, and going further
Associated terms
E-commerce analytics: tracking framework including AOV; Conversion rate: another leverage of turnover; Upsell and cross-sell: tactics to increase AOV; and CLV: customer value over time, complementary to AOV.
FAQ
What is a good AOV in e-commerce?
It depends on the sector and the average product price. A DTC fashion store can aim for €60 to €120, a delicatessen €35 to €55, and consumables €25 to €40. Above all, compare your AOV over time and vs your peers, not to an abstract market average.
Are AOV and average basket size the same thing?
Yes, in French and English B2C e-commerce, average basket and AOV refer to the same metric: the average amount spent per order.
How to see AOV on Shopify?
Shopify Admin > Analytics: the AOV appears in sales views and detailed reports (average order value). Filter by date and export if needed.
Prioritize increasing AOV or traffic?
If your conversion rate is already decent, AOV is often more profitable than buying more traffic. If conversion is low, fix the funnel first (product page, checkout) before pushing the upsell.
Go further
E-commerce pricing strategies and margin; Increase e-commerce traffic and conversion; Email flows that generate revenue; E-commerce analytics: what to track; Qstomy AI sales assistant; and Return to the Qstomy e-commerce glossary.
Sources: Shopify Help Center (Reports and analytics), Shopify Blog (average order value).
Enzo
13 May 2026
Convert over 2,000 customers on average per month with Qstomy.
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