Average order value (AOV)

Average order value (AOV) measures the average value of every order placed over a defined period. It drives key business decisions such as advertising spend, store layout, and product pricing. This metric is calculated by dividing the revenue by the number of orders.

AOV is defined by sales per order, not sales per customer. It means that although one customer may return multiple times to make a purchase, each order would be counted separately.


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