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Free e-commerce calculator

Average Order Value Calculator

Calculate ecommerce average order value from revenue and completed orders, with guidance on refunds, taxes and reporting consistency.

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Calculate AOV

Enter your values and calculate to see the result.

Published by CalcMotiveHow formulas are reviewedUpdated July 12, 2026Formula v1.0.0Corrections

Revision note: Clarified order and revenue scope and added an order-volume sensitivity view with revenue fixed.

Formula

AOV = Revenue ÷ Orders

AOV formula

Average order value divides order revenue by completed orders. $75,000 from 1,000 orders gives an AOV of $75.

Define revenue consistently

Decide whether revenue includes taxes, shipping income, discounts and refunds. Comparing a gross AOV with a net AOV can create a false trend.

AOV is not customer value

AOV describes one order, not a customer relationship. Use purchase frequency, retention and gross margin to connect AOV with customer lifetime value.

Assumptions

  • Refunds and taxes are treated consistently in revenue.

Sources and methodology

CalcMotive publishes the formula and assumptions so you can decide whether the estimate fits your use case. See our methodology standards.

Use the result in context

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