Total AOV: Average Order Value Including Shipping & Taxes

The average total revenue collected per order, including shipping and taxes.

Formula

Total AOV = Total Revenue ÷ Orders

Formula Components

Metric	Definition
Total Revenue	Sum of all revenue from orders including shipping and taxes
Orders	Total number of completed orders placed

Metadata
Type	Currency
Data Source	Shopify
Aggregation	Average

Example

Your store processed 1,247 orders in January with $156,820 in total revenue:

Metric	Value
Total Revenue	$156,820
Orders	1,247
Total AOV	$125.76

How It Works

Total AOV divides your total revenue (including shipping charges and taxes) by the number of orders. This gives you the complete average transaction size, reflecting what customers actually pay at checkout rather than just product value.

When to Use

Scenario	Action
Measuring checkout value	Compare against Gross AOV or Net AOV to see shipping/tax impact
Setting free shipping thresholds	Set threshold above Total AOV to encourage larger carts
Evaluating upsell strategies	Track Total AOV lift from bundles or recommended products
Comparing customer segments	Compare New Customer Total AOV vs Returning Customer Total AOV

Metric	Relationship
Gross AOV	Product revenue only (excludes shipping/taxes)
Net AOV	After discounts and refunds
New Customer Total AOV	Total AOV for first-time buyers
Returning Customer Total AOV	Total AOV for repeat customers

See all AOV metrics →

Average Order Value 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