Paid Media
AOV (Average Order Value)
Quick definition
Total revenue divided by total orders in a period.
What it actually means
AOV is a lever many newer eCommerce brands underuse. Raising AOV with the same traffic volume helps profit because fulfillment, marketing, and platform costs are largely fixed per order. Tactics: bundling, a free shipping threshold above current AOV, upsells at cart and post-purchase, product mix, tiered packs, and gift-with-purchase above a threshold.