MarginKoala

How much does the average customer order spend?

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Use revenue and order count from exactly the same period and the same reporting basis. MarginKoala does not assume the period is monthly.
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Use the same revenue definition you use in your source system. Do not mix gross sales, net sales and refunded sales across comparisons.

Use the order count that belongs to the revenue above.

Koala's Calculated Result
Revenue per order for the exact period and reporting basis entered.

Add an order count above zero, plus revenue from the same period.

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Frequently asked questions

What is average order value (AOV)?

AOV is total revenue divided by the number of orders in the same period — the headline single-number summary of basket size. It is the figure bundles, free-shipping thresholds and upsell flows stand on.

Average Order Value (AOV)

Which period should I use?

A 30-day rolling window tracks reality but is noisy — one big-ticket buyer can briefly lift the headline. A 90-day window smooths the noise. Quarterly numbers are the standard read for store dashboards.

Average Order Value (AOV)

Should I include returns?

For "value of a sale" AOV, no — only paid orders count toward revenue and order count. For "revenue per order shipped" use total revenue divided by orders shipped, and you will see returns as a hidden drag on the per-shipped AOV.

Average Order Value (AOV)

How do I lift AOV without discounting?

Bundles, free-shipping thresholds, suggested-accessory add-ons, and tiered "save more when you buy two" prompts lift the same basket without cutting price. Each of those works on the implicit AOV at the order line.

Average Order Value (AOV)

Educational use, not financial advice. Numbers are estimates for planning; consult a qualified professional before acting on them.