Short answer
AOV is revenue divided by number of orders. It is useful for planning, but a high AOV with high RTO or heavy discounting can still lose money.
Formula
AOV = revenue / orders
Worked example
₹12 lakh across 800 orders is a ₹1,500 AOV. Pair it with items per order and contribution, not vanity revenue.
This term sits in the D2C analytics hub. Use the related pages below for the full playbook.
Frequently asked questions
What does AOV mean for a D2C brand?
AOV is revenue divided by number of orders. It is useful for planning, but a high AOV with high RTO or heavy discounting can still lose money.
Where should I track AOV?
Start in the D2C analytics guide and the linked calculators or product pages. MarQet BI is built around this operating problem.