AOV Calculator
CheckedThis AOV calculator turns revenue and order count into average order value, then shows units per order and what each customer spends over time. Free, no sign-up, and the result updates as you type.
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AOV divides by orders. Divide by customers instead and you get revenue per customer, a bigger number that flatters the report and breaks every calculation downstream — free-shipping thresholds, bundle targets and the AOV that feeds your LTV. The two only agree when nobody ever buys twice. This calculator returns both from the same figures, along with units per order, which tells you whether a rising AOV came from bigger baskets or higher prices.
How it's calculated
AOV = total revenue ÷ total orders Units per order = units ÷ orders Revenue per customer = revenue ÷ customers
LaTeX source
\text{AOV} = \frac{R}{O} \qquad \text{Units per order} = \frac{U}{O} \qquad \text{Revenue per customer} = \frac{R}{C} Worked examples
A homewares store's quarter
$67.50 average order value
$48,600 over 720 orders is $67.50 an order, with 1.7 items in each at an average unit price of $39.71. Revenue per customer is $90 because 540 buyers placed 720 orders — 1.33 each. Quoting $90 as the AOV would overstate it by a third.
The numbers used
- Total revenue
- 48600
- Total orders
- 720
- Total units sold
- 1224
- Unique customers
- 540
A small shop with mostly single-item orders
$40.00 average order value
$12,400 over 310 orders gives a $40 AOV at 1.5 units an order and a $26.67 average unit price. To lift AOV here, a bundle that pushes units per order to 2.0 adds about $13 an order — more than any realistic price rise on a $27 item.
The numbers used
- Total revenue
- 12400
- Total orders
- 310
- Total units sold
- 465
- Unique customers
- 260
Questions sellers ask
How do you calculate AOV?
Divide total revenue by the number of orders in the same period. $48,600 across 720 orders is a $67.50 AOV. Count orders, not sessions and not line items, and be consistent about whether shipping revenue is included — including it inflates AOV on low-value stores where postage is a big share of the total.
What is the formula for calculating the average Order Value (AOV) in Excel?
Use =SUM(revenue_range)/COUNT(order_id_range), or =SUM(B:B)/COUNTA(A:A) if column A holds order IDs and column B holds order totals. For a distinct order count from a line-item export, =SUMPRODUCT(1/COUNTIF(A2:A5000,A2:A5000)) counts unique IDs. Divide with the raw sum rather than averaging a column of pre-rounded order totals.
What does a high AOV mean?
Customers are spending more per transaction, either because prices are higher or baskets are fuller — units per order tells you which. A high AOV buys room in your CAC because each order carries more gross profit, but it usually comes with lower purchase frequency, so it does not automatically mean a higher lifetime value.
What is AOV and LTV?
AOV is what a customer spends in one order; LTV is what they spend across every order they ever place. LTV is built from AOV multiplied by purchase frequency and customer lifespan, so AOV is one of three levers rather than the whole picture. A $40 AOV bought back monthly beats a $120 AOV bought once.
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