Average Order Value is your total revenue divided by your total orders over the same period. It's a simple metric that's easy to neglect — but every euro you raise it is a euro you don't have to acquire from a new customer.
AOV = Total Revenue / Number of Orders
Why it matters
AOV multiplies up through every other metric. A 20% AOV increase makes your effective ROAS 20% better at the same ad cost, drops your effective CPA-as-percent-of-order by 20%, and shifts your free-shipping threshold by 20% in your favour.
Levers that move AOV
- Free-shipping thresholds set 20–30% above current AOV (a customer at €60 AOV will reach for €69 free shipping)
- Bundles + multi-pack discounts — bigger 'box' for a smaller per-unit discount
- Cross-sell modules in cart with complementary, lower-price-point items
- Premium tier of the same SKU at a higher price point with clear additional value