AOV — Average Order Value

Average order value is revenue for a period divided by the number of orders in the same period. To raise it, stores use upsell, cross-sell, bundles and a free shipping threshold.

Partner gifts do not affect average order value, because the shopper has already paid. They add income on top for the store: a share of the partners' payouts.

Example

For example, in a month a store sells €36,000 across 600 orders. AOV = 36,000 / 600 = €60.

How to calculate it / how it works

Formula: AOV = revenue for the period ÷ number of paid orders in the same period.

For example, in a month a store sold €36,000 in 600 orders: 36,000 / 600 = €60. Say an upsell added €10 to 20 orders. Revenue became €36,200, and AOV = 36,200 / 600 ≈ €60.33.

Where it shows up in ThanklyClub and common mistakes

The order amount goes into the gift request only as a range (under €25, €25–75, €75–200, over €200). AOV helps you see which range most of your shoppers fall into.

• Including canceled and refunded orders in the calculation. Count paid orders only.
• Comparing months with and without promotions: discounts move the order value both ways.
• Raising AOV with discounts that eat the margin. Look at profit, not at the order value.
• Expecting partner gifts to raise the order value. They bring income on top, and the order amount stays the same.

FAQ