Shopify Resources · Guide
Average Order Value (AOV) for Shopify Stores
What AOV means, how to calculate it, realistic Shopify benchmarks, and proven tactics to lift your average order value and store profit.
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Frequently asked questions
General background on this topic. Informational only — not financial, tax, or legal advice.
- What is Average Order Value (AOV)?
- AOV is total revenue divided by the number of orders over the same period. It describes the typical size of a single checkout, not profit.
- How is AOV different from revenue per visitor?
- AOV is per order, revenue per visitor is per session. A store can have a high AOV but low revenue per visitor if few sessions convert.
- What time period should I use for AOV?
- Most Shopify reports default to 30 days. Shorter windows are noisier and longer windows can hide recent changes. The guide shows both.
- Does AOV include shipping and taxes?
- Shopify's built-in AOV report uses subtotal before shipping and taxes by default. Custom dashboards may calculate it differently — check the formula before comparing numbers.
- Is a higher AOV always better?
- Not automatically. A higher AOV from discounting can lower margin, and bundles can raise AOV while increasing refund rates. The guide explains how to read it in context.
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