Average Order Value (AOV)

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.