What it means for a research store
AOV is simple to compute and easy to misread. Decide first what counts: gross merchandise before discounts, or net after discounts and refunds; with or without shipping and tax. Use the same definition every time, and compare like with like, for example first orders against first orders.
AOV moves with quantity pricing, bundles, free-shipping thresholds and product mix. Raising it is only useful if margin holds: a free-shipping threshold that lifts AOV by adding one low-margin item can reduce profit per order.
Read AOV next to conversion rate and customer lifetime value. A change that raises AOV while lowering conversion may not raise revenue at all, and a few very large wholesale or trade orders can lift the average while typical orders stay flat, so look at the median order value as well.
How Torva OS handles it
Torva OS analytics report AOV by recorded source alongside paid net revenue, new buyers and customer retention, using the store’s own order records.
Related guides
Updated September 25, 2026. General information for merchants, not legal, tax or financial advice. This glossary does not describe the use of any compound in people.
