What is AOV (average order value) on TikTok Shop?

AOV (average order value) is a key TikTok Shop metric: it is the average amount a buyer spends per order. You work it out by dividing your total revenue by the number of orders. It tells you the typical order size, which helps with pricing and promotion decisions.

What does AOV mean on TikTok Shop?

AOV is a simple average. For any period, take the total money that came in from orders and divide it by how many orders you had. The result is the average order value.

Some sellers use GMV (gross merchandise value: the total value of orders before refunds) for this, and some use net revenue after discounts. The formula is the same. I cover GMV in more detail in what is GMV on TikTok Shop.

AOV is not the same as profit per order. Profit per order subtracts all your costs, which I explain in how to work out your real profit per order on TikTok Shop.

Why does AOV matter?

A higher AOV means each order is worth more money, so you need fewer orders to hit the same sales goal. Many costs on TikTok Shop are per order: shipping, packing, and often a per-order fee. When AOV goes up, those fixed per-order costs become a smaller share of each sale, which leaves more room for profit.

My honest take is that AOV is one of the first numbers I look at when a shop's profit per order feels low. A small product with a low price can become profitable if you find a way to get buyers to add one more item to the same order.

How do you check or improve AOV?

You can find your average order value in TikTok Shop Seller Center analytics. Open Analytics, then Shop analytics, and check the order and GMV numbers for the same date range. Divide GMV by orders and you have AOV. The animated walkthrough how to read your shop analytics on TikTok Shop shows where these numbers live.

Once you know your current AOV, you can test ways to raise it. The most common levers are:

Tactic	How it works
Bundles	Sell two or more products together as one listing, often at a small discount. The buyer gets a better deal and you get a larger order.
Free shipping threshold	Show free shipping only when the cart reaches a set amount. Buyers often add a small item to cross the line.
Upsell at checkout	Suggest a low-cost add-on, like a refill or accessory, right before the buyer pays. One extra item raises the order total.
Minimum order for a gift	Offer a free gift with orders over a certain amount. This works like a bundle but feels like a bonus.

Say a shop sells one product and the average order is one unit. If the shop adds a two-pack bundle, some buyers will choose the bundle. Others will still buy one unit but the average order value starts to move up because some orders are now larger. That is a hypothetical example, not a guarantee.

My free GMV goal planner uses your AOV to turn a monthly sales goal into orders per day. If you want to see how much a change to AOV moves your plan, that tool is a quick way to model it.

Related terms

• GMV (Gross Merchandise Value): the total value of orders before refunds, useful for calculating AOV.
• Profit margin: what is left after costs, which AOV influences.
• Break-even price: the price where an order stops losing money, which a higher AOV can help you reach faster.
• Flash deals vs vouchers: discounts can change AOV, so compare them before running one.

If you are unsure how to raise the AOV in your own shop, ask your question in the chat on this site. It is free, and I read the messages myself. Tell me your situation, what you sell, your current average order value, and what you have already tried.