Average Order Value Calculator 2026-27 — GlobalCalc

GlobalCalc

Inputs

Revenue in the period

Orders

Visitors

Target average order value

Results update as you type

Results

Average order value

£126.90

Conversion rate—

Revenue per visitor—

Revenue at the target AOV—

Extra revenue from reaching it—

Traffic needed for the same gain instead—

Worth noticing—

Reviewed September 2026. Retail operating arithmetic: the same everywhere, exclusive of tax, in your own currency. UK distance selling rules give a statutory cancellation right, which typically raises return rates above in-store equivalents.

All calculations run 100% in your browser. The calculator code does not submit your figures to GlobalCalc to obtain a result.

About average order value

Method

How the average order value calculator works

AOV is revenue divided by orders. It is one of only three levers on e-commerce revenue — traffic, conversion rate and order value — and it is usually the cheapest to move, because it needs no extra visitors and no extra sales.

Revenue per visitor combines all three into a single figure, and is the better measure of a site's commercial performance. Two shops with identical AOV can have very different revenue per visitor if one converts twice as well.

The uplift row shows what a given AOV increase produces at your current traffic and conversion, which is the number to weigh against the cost of a bundling or free-shipping change.

Formula: AOV = revenue / orders; revenue per visitor = AOV × conversion rate

Data

Worked examples

Inputs	Average order value	Note
184,000 from 1,450 orders	£126.90	AOV 126.90
A higher-value shop	£460.00	AOV 460
No target set	£126.90	AOV only

FAQ

Frequently asked questions

What is average order value?

Revenue divided by the number of orders in the period.

How do I increase AOV?

Bundles, volume discounts, a free-shipping threshold above the current AOV, and cross-sells at the basket. All work without buying more traffic.

Is AOV or conversion rate more important?

Neither alone. Revenue per visitor combines them and is the better single measure.

What is a good AOV?

Entirely category-dependent — a fashion shop and a furniture retailer are not comparable. Watch your own trend.

Should AOV include shipping and tax?

Be consistent. Excluding both is the cleaner basis for margin work, which is what this page assumes.

Sources

Where these figures come from

APICS / ASCM — inventory management terminology — the turnover, safety stock and reorder point definitions used here
UK Competition and Markets Authority — the UK consumer protection regulator

Last checked: September 2026. These are standard retail and inventory-management definitions.