MARKETING
AOV
Average Order Value, total revenue divided by total number of orders in a period.
AOV is the easiest ecommerce number to move in a single sprint. Bundling, threshold-based free shipping, cross-sell on cart and post-purchase upsells all shift it within weeks.
But AOV in isolation can mislead. A higher AOV from heavy upsell can come with a lower conversion rate, net revenue stays flat. Look at AOV × conversion rate × traffic together.
Premium brands typically have higher AOV but lower volume; mass brands the inverse. Both can work; neither is automatically better.
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