Average Order Value (AOV)
Average order value is the average amount a customer spends in a single order, calculated as total revenue divided by the number of orders over the same period.
AOV is one of the most useful numbers a Shopify store has, because raising it lifts revenue without needing a single extra visitor. If 1,000 orders bring in 46,000, your AOV is 46. Push that to 52 and the same traffic earns 6,000 more.
The common levers are free-shipping thresholds, bundles, relevant cross-sells, and volume discounts. Social proof matters here too: a shopper deciding between a cheaper and a pricier option leans on reviews to justify trading up, so review coverage on higher-tier products quietly supports AOV.
Track AOV alongside conversion rate and customer lifetime value rather than on its own. A discount can lift conversion while dragging AOV down, so the three numbers only tell the truth together.