AOV USD
What one order is worth at each store, in a single currency you can rank them in.
What it means
AOV USD is one store's average order value — gross sales minus discounts, divided by orders — converted into US dollars. Every store on Agency View posts its figure in the same currency, so a London store and a Berlin store sit in one sortable column. Shipping and tax are outside it: if your prices include tax, the tax is taken out before the average is worked out.
Show the math
Formula and a worked example
Gross Sales is item price × quantity for the period, before discounts. Discounts is the money taken off those items. Orders is the count of orders placed. The average is worked out in the store's own currency first, then converted.
Worked example. A store takes 400 orders, €36,000 of gross sales and €4,000 of discounts. AOV = (36,000 − 4,000) ÷ 400 = €80. At 1.10 dollars to the euro it lands in the column as $88.
One rate is applied to the whole range, and it's the latest rate on file — not the rate on the day each order was placed. Two stores compared today are compared at today's rate, including for a period that ended three months ago.
It answers the question
Which of your stores sells the biggest baskets, once the currency differences are taken out? That's the store whose merchandising is worth copying, and the one that can afford the most to win a customer.
Why it matters
On a portfolio table, revenue mostly tracks store size — the biggest client is at the top and you learn nothing. AOV USD is a per-order figure, so it doesn't care how big the store is. A small store with an $88 basket outranks a large one at $34, and that ordering is the one that points at work worth doing.
It also sets what each store can afford to spend to win an order. Two stores paying the same cost per order are in completely different positions if one sells $88 baskets and the other $34, and that difference decides which of them has room to bid harder.
What good looks like
There's no standard to publish here, and there couldn't be: a €400 furniture store and a €12 refill store can't share a target, and neither can two stores in the same category selling to different countries. Judge each store against its own trend first, then against the stores in your portfolio that sell something comparable. One caution on the trend: because the whole column converts at one recent rate, a store's figure can move without a single order changing. Confirm any move in the store's own currency before you act on it.
How to improve it
| Lever | What you do | Expect | How long | Watch out for |
|---|---|---|---|---|
| Fast Set the delivery threshold above the basket | Move free delivery to a little above the store's current average, not far above it | Basket size up, order count flat or slightly down | 1–2 weeks | Baskets that would have converted under the old threshold get abandoned instead, so orders can fall while the average climbs. Check both columns, not one. |
| Fast Put a second item in front of the buyer | One relevant cross-sell on the product page and one at the cart, chosen from what actually sells together | More units per order | 2–3 weeks | Cross-sells are usually carried by a bundle discount, so % Discounts rises and the margin on each order thins even as the average grows. |
| Slow Sell multipacks of what people re-order | Offer a 3-pack or a bigger size on the consumables customers come back for | Average up, orders down | 4–8 weeks | You pull next month's order into this one. The average looks better while the order count and repeat rate both fall, and cash sits in deeper stock. |
| Slow Raise prices on the strongest sellers | Test a rise on the products that sell without discounting | Average up at the same order count, if the products are strong enough | 1 quarter | Conversion pays for it first. Orders usually dip before the average makes it back, so total sales can fall for weeks while the column looks healthier. |
Every lever costs something somewhere. The last column is the one to read twice.
Read it with
Basket size and order count move independently, and a portfolio table shows both. One tells you what changed, the pair tells you whether it was worth it.
Growing on both halves
Bigger baskets and more of them. Rare enough that it's usually one identifiable change — a bundle, a threshold, a new bestseller — and it's the change worth copying across the portfolio.
Fewer, bigger orders
The average rose because the small orders stopped. That can be a threshold working as intended or demand quietly falling, and only the sales total separates the two.
Volume bought with price
More orders, each one smaller. Normal during a promotion and fine if the sales total rose with it. If discounts did the work, you bought the orders.
Shrinking on both halves
Fewer orders and smaller ones. A bestseller out of stock produces exactly this shape, and it's cheaper to check than a traffic investigation.
Together they say whether a basket was earned or bought. An average holding steady while the discount share climbs means you're paying more each month for the same size of order — the column looks stable and the margin behind it isn't. Neither figure shows that alone.
The per-order figure and the money. They part company often: a rising average with flat sales means fewer customers spending more, which is a retention problem wearing a merchandising disguise. Read them in that order — sales first, then which half moved.
Common misreads
It's the store selling the most expensive things. Category and market set most of this figure before anyone touches the shop, so the ranking is only useful between stores selling something comparable.
The column converts at one recent exchange rate, so a currency move shifts every non-US store at once. Check the store's own currency before you go looking for a cause inside the business.
It won't. This average leaves out shipping and tax, and the sales total adds them and then takes refunds off. The gap between the two is arithmetic, not an error.
Also called
Average order value (USD) · average basket · order value
See yoursEvery store in the portfolio with its average order in one currency, next to orders and the discount share behind each one.
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