What does average order value (AOV) mean for my e-commerce store?

AOV (Average Order Value) is a better insight into your business metrics than your website traffic. A high AOV means that the customers are spending more money per transaction. While on the other hand, low AOV implies that your customers are making small purchases in terms of money; AOV works as a key performance indicator!

The business nature determines a high or low AOV; $78 is a high AOV for Amazon, while the same amount is considered a low AOV for a luxury goods site.

Average order value (AOV) in digital marketing is a metric that tracks the average amount that a customer spends when he places an order. A high AOV means that you're getting more from each customer while the lower your AOV, the lesser you are getting from each customer.