AOV calculator. With lift simulator.
Enter revenue and orders. Get average order value, contribution margin per order, category benchmark, and what each +$5 of AOV does to revenue. Browser-only; nothing is saved.
Revenue, orders, margin, category.
AOV, CM, and lift.
AOV alone is half a story.
Average order value is total revenue divided by total orders. A store with $240,000 in revenue across 3,000 orders has an AOV of $80. The number tells you what the average customer spends at checkout; it does not tell you what that spend is worth. That is contribution margin per order: AOV times gross margin. Eighty-dollar AOV at 45 percent gross margin is $36 of contribution margin per order, which is the number that pays for the next customer acquisition.
Three reasons AOV is the cheapest lever in ecommerce. First, it compounds with every channel (raising AOV by 10 percent raises Meta ROAS, Google ROAS, and email revenue proportionally). Second, it lifts break-even ROAS (higher CM per order means ads can run less efficiently and still profit). Third, the tactics are near-zero-cost: a free-shipping threshold, a bundle page, a post-purchase upsell. The work is execution, not spend.
The five proven levers are: free-shipping threshold set 10–15 percent above current AOV, bundle pricing at 10–20 percent off sum-of-parts, volume discounts at 2x/3x units, post-purchase upsells on the Shopify thank-you page (via Checkout Extensions), and hero-bundle premium tiers. Discounting moves AOV short-term but burns margin; these five lift AOV without margin erosion.
Tools in the same cluster: Profit calculator for contribution margin at the order level. LTV calculator for the long-horizon view. ROAS calculator for the paid-channel view. Blended CAC calculator for the cost-per-new-customer view.
Five answers.
What is AOV and how is it calculated?
AOV (Average Order Value) is total revenue divided by total number of orders over a given period. A store that did $120,000 in revenue across 1,500 orders has an AOV of $80. AOV tells you how much the average customer spends per checkout and is one of the three levers of ecommerce revenue alongside traffic and conversion rate. Raising AOV by 10 percent has the same revenue impact as raising conversion rate by 10 percent but is usually cheaper to execute.
What is a healthy AOV by category in 2026?
Ranges vary by category. Fashion and apparel: $75 to $140 typical. Beauty and cosmetics: $55 to $95. Food and beverage: $35 to $65. Home and lifestyle: $100 to $220. Wellness and supplements: $70 to $110. Fine jewelry: $150 to $500. Pet: $55 to $90. B2B ecommerce: $400 to $2000 depending on order complexity. These are median ranges across DTC brands in the US; premium positioning shifts the ceiling upward.
Why is contribution margin per order more useful than AOV alone?
AOV is revenue-based. A $120 order with $40 of product cost, $8 shipping, $4 payment fees, and $20 of paid-ad contribution attribution has a contribution margin per order of $48. CM per order is what funds every next customer acquisition. AOV of $120 sounds healthy; CM per order of $48 against a CAC of $35 gives you a $13 margin per new customer to reinvest. The CM number is the one that tells you what you can actually spend on growth.
How do I increase AOV without discounting?
Five proven levers. One, bundles priced at 10 to 20 percent below sum-of-parts. Two, free-shipping threshold set 10 to 15 percent above current AOV. Three, post-purchase upsells at the thank-you page (Shopify checkout extensions; typical 5 to 15 percent attach rate). Four, volume discounts at 2x and 3x (buy 2 save 10, buy 3 save 20). Five, hero product bundles with a premium tier. Discounting pulls AOV in the short term but damages margin; these five lift AOV without margin erosion.
Does this calculator save my data?
No. Every value you enter lives in memory for this browser tab only. Nothing is transmitted to a server, stored in a database, or synced. Close the tab and the data is gone. The Copy Results button puts a plain-text summary on your clipboard; that is the only output path.
Below category range?
Our growth strategy engagements ship a 90-day AOV plan with bundle architecture, checkout upsell setup, and threshold math tested against CM. Written in 2 weeks, measured across 90.