Formula
Example
€1,000 ÷ 20 = €50 AOV
Illustrative calculation, not a client result or benchmark. Use comparable periods and consistent measurement definitions.
How it works
Specify tax, delivery, cancellations and returns treatment for meaningful comparisons.
Example
Example: €1,000 revenue from 20 orders gives a €50 AOV under the selected method.
Common mistakes
AOV is not profit or lifetime customer value.
How can you check this in practice?
Divide revenue from the selected orders by their count in the same period. Define taxes, shipping and returns. €1,000 over 20 orders is an illustrative €50; with no orders the ratio is undefined.
Distinctions and limitations
AOV is an average order, not lifetime customer value. Larger orders can carry lower margins. The average can hide differences between small and very large purchases.
Official sources
Editorial responsibility: Biser Bozhinov · PPC Specialist
Updated: 05/11/2026
For a correction or question: office@z-consult.bg