Average Order Value (AOV) is a key e-commerce metric that shows how much a customer spends, on average, each time they place an order. It is calculated by dividing total revenue by the number of orders over a given period: a shop with € 50,000 in revenue from 1,000 orders has an AOV of € 50. Together with conversion rate and traffic, AOV is one of the main levers for growing revenue without acquiring additional customers, which makes it essential for evaluating pricing, promotions, and merchandising strategies. AOV is usually tracked over time and compared across channels, markets, and customer segments to see where purchasing behaviour differs. Complete, well-structured product data in PIM system supports higher order values by powering cross-selling, upselling, and product bundles consistently across every sales channel.
What influences Average Order Value?
AOV depends on how easily customers discover relevant products and how confident they feel about adding more items to their basket.
- Cross-selling and upselling through accessories, complementary items, and premium alternatives linked to each product
- Product bundles, kits, and volume discounts that encourage customers to buy more in a single order
- Free shipping thresholds and promotional offers tied to a minimum order value
- Rich, accurate product information and media that build trust and reduce hesitation for higher-value purchases