Glossary
Average order value.
AOV is what a customer spends per order, on average. It is the cheapest of the three revenue levers, because moving it needs no extra visitors.
AOV = total revenue ÷ number of orders
lift AOV by 10%
What counts as good
There is no universal benchmark — a coffee brand and a furniture brand live on different planets. What matters is your own trend line, and how your AOV compares to your free-shipping threshold: the threshold should sit just above the average, so one more small item clears it.
How to move it
The reliable levers are bundles (the pair priced under the sum of its parts), free-shipping thresholds set ~20% above today's AOV, and tiered discounts that reward bigger carts. Because none of them buy traffic, their lift lands almost entirely on the profit line — see gross margin for why that matters, and LTV for how order value compounds over a customer's lifetime.
Made with care by Astral Commerce