Free tool Average order value calculator: AOV formula and repeat rate
Average order value (AOV) is revenue divided by orders. Add the number of customers and how many of them ordered more than once, and the calculator also gives purchase frequency, revenue per customer and repeat purchase rate — the numbers that show whether revenue grows through bigger orders or returning buyers.
- Per order and per customer
- Repeat purchase rate
- Runs locally
AOV, frequency and repeat rate
Use one period for every field, for example the last 90 days or 12 months. Revenue and orders are required; the rest is optional.
Order revenue for the period, in one currency.
Paid orders in the same period.
Optional. Unique customers who placed at least one order.
Optional. Customers with two or more orders in the period.
Optional. E.g. 10 to see what a 10% higher AOV adds at the same number of orders.
Average order value (AOV)
$70.00
Revenue ÷ orders.
Share these inputs: the values go after the # in the link, so they never reach a server.
https://tapcub.com/tools/average-order-value-calculator
Version v1.0Updated Update history
Per order, per customer, and coming back
The same revenue can be built from many small orders, a few large ones, or the same people ordering again.
Average order value
Revenue per order: $84,000 ÷ 1,200 = $70. Raising it means bigger baskets — bundles, add-ons, a free-shipping threshold just above the current AOV.
Purchase frequency
Orders per customer in the period: 1.26 in the example. It depends heavily on the window: the same shop shows a lower number over 30 days than over 12 months.
Revenue per customer
AOV × frequency: $88.42. This is the number to compare with what you pay to acquire a customer, and the starting point for lifetime value.
Repeat purchase rate
180 of 950 customers ordered at least twice: 18.9%. It is the commerce form of retention. Compare it across cohorts and channels in your own store rather than against other stores.
Revenue = orders × AOV, and orders = customers × frequency. When revenue moves, these two lines tell you which lever moved it.
Get the inputs from your order data
Any order export or analytics report has what you need.
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1
Pick one window
Choose a period that fits how often people buy your product: 90 days for consumables, 12 months for durable goods.
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2
Count orders and customers
Paid orders, and unique customers by customer ID or email. Guest checkouts without an ID will count the same person twice.
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3
Count repeat customers
Customers with two or more orders in the same window. Then try an AOV increase to see what a bundle or threshold change is worth.
AOV, frequency and repeat rate formulas
These match the definitions in TapCub's glossary and commerce reports: AOV is GMV ÷ orders; repeat rate is buyers with two or more orders ÷ buyers in the selected range.
- Decide whether revenue is before or after refunds, and keep it fixed
- Use paid orders only; leave out cancelled and unpaid orders
- Convert every currency to one before adding up revenue
- Check the median order value as well when a few large orders dominate
Average order value
revenue ÷ orders
$84,000 ÷ 1,200 = $70.00
Purchase frequency
orders ÷ customers
1,200 ÷ 950 = 1.26
Revenue per customer
revenue ÷ customers = AOV × frequency
$84,000 ÷ 950 = $88.42
Repeat purchase rate
customers with ≥ 2 orders ÷ customers
180 ÷ 950 = 18.9%
Revenue from an AOV lift
revenue × lift (orders unchanged)
$84,000 × 10% = $8,400
Three ways to add 10% revenue
Revenue = customers × frequency × AOV. The example shop ($84,000 from 950 customers) can reach $92,400 by moving any one of the three.
| Lever | Customers | Frequency | AOV | Revenue |
|---|---|---|---|---|
| Today | 950 | 1.26 | $70.00 | $84,000 |
| Bigger orders (+10% AOV) | 950 | 1.26 | $77.00 | $92,400 |
| More repeat orders (+10% frequency) | 950 | 1.39 | $70.00 | $92,400 |
| More customers (+10%) | 1,045 | 1.26 | $70.00 | $92,400 |
The levers cost different amounts: new customers usually cost the most to acquire, while bundles, thresholds and a second-order reminder work on people you already have.
AOV and repeat-rate mistakes
Most come from mixing definitions or windows.
Dividing by customers and calling it AOV
Revenue ÷ customers is revenue per customer. AOV divides by orders. They differ whenever anyone orders twice.
Comparing different windows
A 30-day repeat rate and a 12-month one are not comparable. Keep the window fixed when you track a trend.
Mixing refunds in and out
Count revenue before or after refunds, but do it the same way every month.
Raising AOV at the cost of orders
A higher free-shipping threshold can lift AOV and lose more orders than it gains. Watch conversion next to AOV.
AOV, repeat rate and RFM from your orders
TapCub builds an orders table from your purchase event and computes these measures with the definitions above.
Commerce measures
GMV, orders, AOV, buyers, paying rate, repeat rate and refunds, usable in any chart and split by any dimension.
Learn moreRepeat-purchase retention
The store board shows weekly retention from first to repeat purchase, so coupons and lifecycle emails can be judged.
Learn moreRFM segments
Recency, frequency and monetary scores from 1 to 5, with 11 segments and how customers moved between them in the last 30 days.
Learn moreAverage order value FAQ
Still have a question?
Chat with the team behind TapCub — we usually reply within a few hours on business days.
How do you calculate average order value?
Divide revenue by the number of orders in the same period. $84,000 from 1,200 orders is a $70 AOV.
What is the difference between AOV and revenue per customer?
AOV divides revenue by orders; revenue per customer divides it by customers. Revenue per customer = AOV × purchase frequency, so it is higher whenever customers order more than once.
How do you calculate repeat purchase rate?
Customers who ordered at least twice in a period ÷ all customers who ordered in that period. 180 of 950 is 18.9%. See the repeat purchase rate entry for how the window changes it.
How do you calculate purchase frequency?
Orders ÷ unique customers in the period. 1,200 orders from 950 customers is 1.26 orders per customer.
How can I increase AOV?
Common levers are bundles, a free-shipping threshold just above the current AOV, volume discounts and relevant add-ons at checkout. Check that conversion does not fall at the same time.
How does AOV relate to customer lifetime value?
Lifetime value is roughly AOV × orders per customer over their lifetime × margin. The customer lifetime value calculator takes it from there.
Update history
New features, fixes and data refreshes for this tool, newest first.
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· v1.0
LaunchedFirst release.
Missing something or found an error? Tell us — requests that come up often go into the next update. All tool updates
Use AOV in the rest of the plan
AOV links traffic, conversion and revenue. Use it to work back to the visitors you need and to price the carts you lose.