Glossary · Sales
Average order value (AOV)
Sales divided by the number of orders. What one order is worth as the customer paid it — not what it left.
- Sales€7,940July 2026
- Orders68example store
- Average order€116.76as the customer paid it
01 / How it is worked out
The formula
Formula
Sales ÷ orders
Example
€7,940 over 68 orders: the example store’s average order in July 2026 was €116.76.
02 / Why it matters
What it changes in a decision
A higher AOV spreads the fixed part of each order — the parcel, the fixed payment fee, the cost of the click — over more sales, which is why bundles and thresholds for free shipping work.
An average hides its spread: a few large orders can lift it while most orders stay small. The typical (median) order is often the better guide.
03 / Go further
Where it is used
Profit calculator
What a month keeps after ads, fees, returns, goods and shipping.
Open →Break-even ROAS calculator
The ROAS below which an ad loses money on every order.
Open →Next: Customer lifetime value (LTV)
What a customer is worth over every order they place, not just the first — best counted in what the orders kept, not in what they sold.
Open →
See every one of these on your own store.
Profflow works them out from your orders, ads and costs, order by order — read-only, in about ten minutes.