- Choose one reporting period. Use the same date range for revenue, refunds, discounts, and order count.
- Enter item and shipping revenue. Keep taxes out unless your own reporting convention includes them.
- Subtract discounts and refunds. Use amounts recognized in the same period.
- Enter completed orders. Count orders, not individual items or listing quantities.
- Compare gross and net AOV. The gap shows how deductions affect revenue per order.
Etsy Average Order Value Estimator
The Etsy Average Order Value Estimator calculates the average gross revenue generated by each completed order over a selected period. It can optionally show net average order value after discounts, refunds, and shipping revenue adjustments.
AOV is useful for evaluating bundles, free-shipping thresholds, upsells, and advertising economics. Because a single unusually large order can move the average, review the result alongside order count and the mix of products sold.
Calculator inputs
$
$
$
$
Result
—
net average order value
Gross revenue per order—
Net revenue—
Revenue deductions—
Completed orders—
Net revenue = Item revenue + Shipping revenue − Discounts − Refunds
Net AOV = Net revenue ÷ Completed orders
Gross AOV = (Item revenue + Shipping revenue) ÷ Completed orders
All revenue figures must use the same currency and reporting period. Canceled orders that never became revenue should generally be excluded from both revenue and order count.
What the result means
The result shows how much net revenue the shop generated per completed order during the selected period.
AOV is not profit per order; product costs, Etsy fees, labor, advertising, and fulfillment expenses are not deducted.
Given: Item revenue $4,250, shipping revenue $480, discounts $210, refunds $160, and 125 completed orders.
Calculation: Net revenue = 4,250 + 480 − 210 − 160 = $4,360. Net AOV = 4,360 ÷ 125 = $34.88.
Result: The shop earned an average of $34.88 in net revenue per completed order.
Should sales tax be included in revenue?
Usually no when sales tax is collected and remitted on the seller’s behalf. Follow the same convention used in your shop reports and accounting records.
Do I count items or orders?
Use completed orders. One order containing three items still counts as one order for AOV.
Can I compare two months with different order volumes?
Yes. AOV normalizes revenue by order count, but seasonal product mix and promotions can still affect the comparison.
Why is net AOV lower than the dashboard figure?
Your inputs may subtract refunds or discounts that the dashboard metric treats differently. Match the reporting definitions and date ranges before comparing.
How is AOV different from customer lifetime value?
AOV measures revenue per order. Customer lifetime value estimates revenue or profit across all orders made by a customer over a longer relationship.