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Measurement
Average Order Value (AOV)
Average order value (AOV) is the average revenue generated per order — calculated as total revenue divided by number of orders — and is one of the three primary commercial levers for ecommerce growth alongside conversion rate and retention.
What this means
AOV is a simple calculation with significant strategic weight: total revenue over a period divided by the number of orders in that period. Because it's a ratio, AOV can be improved either by increasing the value of individual items sold or by increasing the number of items per order — the latter is where outfit-based selling has its clearest impact. Brands typically track AOV both in aggregate and segmented — by channel, by campaign, or by whether a session involved an AI-assisted interaction — to isolate which parts of the business are driving basket size up or down.
Why it matters for fashion brands
AI stylists that build outfit recommendations rather than surfacing individual products consistently produce higher AOV — Elara deployments show +18% AOV on outfit-engaged sessions. When a shopper buys a complete outfit rather than a single item, the basket value increases.
Related terms
Items Per Session — The average number of distinct products added to cart or purchased in a session. Conversion Rate — The percentage of website sessions that result in a purchase. Revenue Per Visitor (RPV) — Total revenue divided by total visitors, combining conversion and AOV.
See Elara's outfit builder feature
See how outfit-based selling increases average order value.