How to calculate average order value
AOV = (gross product sales − discounts) ÷ orders
Enter all three inputs for the same period and currency. For comparison with Shopify's AOV, exclude taxes, shipping and post-order adjustments. Shopify defines AOV using gross sales minus discounts at order creation, rather than total sales after returns.
Source: Shopify sales reports and AOV definition, definition checked October 3, 2026.
Worked example
A store records 12,000 in gross product sales, 2,000 in discounts and 200 orders. AOV is (12,000 − 2,000) ÷ 200 = 50. A 10% higher AOV is 55. At the same 200 orders, that would add 1,000 in revenue before costs.
Which Shopify numbers should you use?
In Shopify admin, open Analytics → Reports and find the average order value report. Match its date range and filters before comparing the result here.
- Gross product sales: use product sales before discounts, without taxes or shipping.
- Discounts: enter the discount amount as a positive number. Exclude later order adjustments from both sales and discounts when matching Shopify AOV.
- Orders: use the report's order count for the same period and sales channels. Do not count rows in a product-level export as separate orders.
If the numbers differ, check the store time zone, sales-channel filters and order adjustments first. Total sales is not the same input as gross product sales.
A higher AOV is useful when contribution improves too
A bundle, relevant cross-sell or minimum-spend offer can change basket size. But a large discount may increase units per order and lower contribution. Compare the extra revenue with product, delivery and payment costs.
The target in this calculator holds order count constant. In reality, a higher free-shipping threshold could change conversion or return rates. Use it to size a hypothesis, then measure the result against a baseline.
Use AOV alongside your promotion results
Record AOV, orders, discounts and contribution before changing an offer. Compare a similar period or a controlled test, and segment by traffic source where there is enough data. A few unusually large orders can move the average without representing most shoppers.
Before advertising an offer, use the break-even ROAS calculator to check the margin. Then choose popup timing and frequency appropriate to the shopping journey.
Common questions
Is average order value the same as conversion rate?
No. AOV measures the value of an average order; conversion rate measures how often visits turn into orders under your chosen definition. A bigger basket does not prove that more visitors bought. Track both, along with contribution, before calling a promotion successful.
Should I subtract refunds?
Not when matching Shopify's AOV definition used here. If you want net revenue per order after refunds, compute that separately and label it differently. It may describe profitability better, but it will not necessarily match your Shopify AOV report.
Why does my Shopify number differ?
Check the same dates, time zone, sales channels, order filters and exclusions. Total sales includes components this calculator excludes. Post-order adjustments can also affect other sales metrics without changing AOV the same way.
What happens with zero orders?
An average needs at least one order. The calculator asks for a positive whole order count instead of returning infinity or an invented zero average.
From numbers to an offer
Give your next promotion a clear purpose.
PrimePopup helps Shopify merchants design storefront promotion popups and control when they appear. Explore the builder, then test your offer against a baseline.
See the popup builder →