Average Order Value (AOV)
Average Order Value is the average value of an order, calculated as revenue divided by the number of orders.
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Average Order Value is the average value of an order, calculated as revenue divided by the number of orders.
Average Order Value = Revenue ÷ Number of orders
Average Order Value (AOV) shows how much a guest spends per order. Raising it — for example with relevant add-ons at checkout — increases revenue without winning a single new guest.
AOV is also a lever against the Marketplace Tax: the higher the order value, the more the gap between platform and direct costs matters.
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