Divide revenue by orders to find your average order value, and enter visitors to see revenue per visitor and total sales potential.
Average order value (AOV) is the average amount a customer spends per transaction. For ecommerce and retail, it is one of the three levers of revenue growth — alongside traffic and conversion rate — and often the easiest one to move without spending more on acquisition.
The formula is AOV = Total Revenue ÷ Number of Orders. If your store made $50,000 across 1,000 orders, your AOV is $50. Track it over time and by segment (channel, campaign, new vs returning) to see where your most valuable orders come from.
Revenue equals Visitors × Conversion Rate × AOV. Raising AOV increases revenue from the traffic you already have, so it flows straight to the top line without added ad spend. That is why AOV improvements are often the most profitable growth tactic for an established store.
Tip: Common ways to lift AOV include free-shipping thresholds ("free shipping over $75"), product bundles, volume discounts, and relevant upsells or cross-sells at checkout. Set the threshold modestly above your current AOV to nudge order sizes up.
AOV alone does not tell you how efficiently traffic converts. Revenue per visitor (total revenue ÷ visitors) combines conversion and order size into one figure and is often the better metric to optimize. This calculator shows both, plus your order conversion rate, so you can see which lever has the most room to grow.