New Customer Total AOV: First-Time Buyer Average Order Value

The average total transaction value for first-time buyers, including shipping and taxes.

Formula

New Customer Total AOV = New Customer Total Revenue ÷ New Customers

Formula Components

Metric	Definition
New Customer Total Revenue	Sum of all revenue from first-time buyers including shipping and taxes
New Customers	Count of distinct first-time buyers in the period

Metadata
Type	Currency
Data Source	Shopify
Aggregation	Average

Example

Your store acquired 412 new customers in February with $48,620 in total revenue:

Metric	Value
NC Total Revenue	$48,620
New Customers	412
NC Total AOV	$118.01

How It Works

New Customer Total AOV divides your first-time buyer revenue (including shipping and taxes) by the number of new customers. Shopify determines new vs returning status based on email address match against prior orders.

When to Use

Scenario	Action
Benchmark acquisition baskets	Compare NC Total AOV against RC Total AOV to see if new customers spend more or less
Evaluate first-order promotions	Track whether welcome offers attract larger or smaller baskets
Calculate acquisition ROAS	Combine with ad spend to measure first-order efficiency
Set free shipping thresholds	Position threshold above NC AOV to encourage larger carts

Metric	Relationship
Total AOV	All customers combined (NC + RC)
Returning Customer Total AOV	The retention counterpart to compare against
New Customer Total Revenue	The numerator of this metric
New Customer Net AOV	Same segment, after discounts and refunds

See all AOV metrics →

Net AOV NC Gross AOV

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​Formula

​Formula Components

​Example

​How It Works

​When to Use

​Related Metrics

Formula

Formula Components

Example

How It Works

When to Use

Related Metrics