At a glance
Average Order Value broken down by billing_country over the trailing 30 days. Surfaces which markets your store is winning premium baskets in vs which markets are converting only on entry-level orders. For BigCommerce stores running multi-storefront with country-specific theme variations, this card answers “is my UK storefront actually delivering UK-quality AOV, or am I getting the bargain-hunter long tail?”
| What it counts | SUM(total_inc_tax) / COUNT(orders) GROUP BY billing_country_code over the trailing 30 days. Excludes Incomplete (status_id = 0) and Cancelled (status_id = 5) orders. Each country shows its order count, AOV, and dominant currency. |
| API endpoint | GET /stores/{store_hash}/v2/orders paged with billing_address.country_iso2 from each order. The OpenSearch index materialises country-level aggregates per day. |
| VAT / tax treatment | Tax-inclusive by default. Note that VAT inflates EU country AOV materially, a UK 20% VAT order at 144 on this card; the same item shipped to a US customer reads $120. For comparable cross-border AOV always view ex-VAT under Settings → Tax handling. |
| Shipping | Included. International shipping fees can be 5x domestic, which inflates AOV on remote-country orders without reflecting basket value. |
| Discounts | Deducted. |
| Refunds | Not deducted. Refund-heavy markets (some EU markets have higher returns rates) carry inflated AOV here. |
| Cancelled orders | Excluded. |
| Currency | Multi-currency, displayed in customer-billed currency by default. A UK order at GBP 100 and a US order at USD 100 will show different per-country AOV; configure Settings → Currency → Display to convert all to a single reporting currency for comparability. |
| Channels | All channels aggregated. Per-country-per-channel decomposition requires the BC Channel AOV cross-reference. |
| B2B Edition behaviour | B2B orders with international billing addresses appear on this card; their AOV is much higher than DTC and dominates the headline figure for any country with B2B activity. Always check whether the per-country AOV is DTC-driven or B2B-driven before treating it as a marketing signal. |
| Country attribution | We use billing_country_code (ISO 3166-1 alpha-2). Orders shipped to one country but billed to another (gift orders, B2B reseller drop-ship) are attributed to the billing country. Configure attribution-by-shipping under Settings if your business logic requires. |
| Time window | 30D rolling. |
| Alert trigger | None (pattern card, not threshold card). |
| Roles | owner, marketing |
Calculation
Calculated automatically from your BigCommerce data. See the At a glance summary above for what the metric tracks and the worked example below for a typical reading.Worked example
A UK skincare brand on BigCommerce Enterprise with multi-storefront (UK, US, EU) and B2B Edition (a small wholesale book in DE and FR). Snapshot for 1 Apr to 30 Apr 26, displayed in GBP equivalent.| Country | Orders | AOV | Notes |
|---|---|---|---|
| GB | 4,820 | £58 | Home market, healthy DTC mix |
| US | 1,640 | £42 | New market, entry-level SKUs |
| DE | 410 | £180 | B2B-skewed (8 wholesale orders pull this up) |
| FR | 380 | £62 | Mostly DTC, slight B2B contribution |
| AU | 220 | £71 | Small but premium; long-shipping customers self-select to bigger baskets |
| CA | 140 | £45 | Similar profile to US |
| IE | 95 | £63 | Healthy DTC EU |
| NL | 70 | £58 | Healthy DTC EU |
| Headline | 7,775 | £58 |
- DE looks like the winning market until you see the B2B mix. £180 AOV in Germany is suspicious; the merchant filtered to DTC-only and the figure dropped to £55. The B2B Edition wholesale book is pulling DE AOV up by 3x. This is good news (the wholesale book is healthy) but bad signal-quality (you can’t make DTC-marketing decisions from a B2B-inflated number). Always check the B2B / DTC split.
- US AOV is 28% below UK AOV, and that’s normal. US customers buy entry-level SKUs (smaller bottles, single-product orders) while UK customers add bundles. Geographic AOV gaps reflect either (a) which SKUs you market in each country, (b) which storefront variant you serve in each country, (c) tax-and-shipping inflation differences. For this merchant, the US storefront only featured a “discovery set” lead product, exactly explaining the lower AOV.
- AU’s £71 AOV reflects shipping-tax inflation more than basket-value. Australian VAT (GST 10%) plus international shipping (~£15) inflates the figure. Net basket value is closer to £52, in line with UK DTC. For comparable cross-border AOV always view in ex-VAT mode.
- The marketing implication of the US gap: doubling US AOV from £42 to £55 (entry-level → bundle) is mathematically equivalent to doubling US order count, with much lower CAC. The US storefront should feature bundles, not single-product hero.
- The IE / NL pattern is canary. Two small EU countries with AOV close to UK suggests the EU storefront variant works well; if you want to expand EU spend, IE / NL are the highest-confidence prospect markets.
- Filter to DTC-only when reading per-country AOV for marketing decisions. B2B contamination is the #1 misread.
- View ex-VAT mode when comparing across tax jurisdictions; VAT distorts the comparison materially.
- Compare against BC Channel AOV to decompose per-country-per-channel; the US AOV gap may concentrate on web (storefront problem) or on Amazon (different SKU selection).
- Identify storefront-variant differences. If your US storefront features different SKUs from UK, the AOV gap is by design and doesn’t need fixing. If it’s the same SKU mix and US AOV is still much lower, that’s a UX / pricing issue.
- Pair with BC Orders by State for sub-country granularity (state / region).
Sibling cards merchants should reference together
| Card | Why pair it with AOV by Country |
|---|---|
| Average Order Value | The headline rollup; this card is the geographic decomposition. |
| BC Orders by State/Region | Sub-country granularity (state / province / region). For US, CA, AU specifically essential. |
| BC Channel AOV | Per-channel decomposition; combine for per-country-per-channel insight. |
| BC Channel Currency Mix | Multi-currency stores need this to interpret per-country AOV correctly. |
| BC Guest vs Registered | Filters out B2B contamination on per-country reads. |
| BC Revenue by Currency | The revenue-by-currency view; pair with this card for currency-vs-country read. |
| BC Channel Repeat Rate | High-AOV countries with low repeat rate suggest one-off promo buyers; pair to qualify the AOV signal. |
| BC Top Customers | Identifies which countries’ customers contribute the highest LTV. |
Reconciling against the vendor’s own dashboard
Where to look in BigCommerce Control Panel: Analytics → Customers → “Top customer countries” view shows order count and revenue by billing country (Plus / Pro / Enterprise). The view does not natively compute AOV; you’ll need to divide manually or use Reports → Custom to build a country-AOV report. For multi-storefront aggregation: Storefronts → All storefronts provides per-storefront analytics; cross-reference against this card’s country-aggregated view. For B2B-specific reads: Channel Manager → B2B Edition → Customers shows wholesale customer geography. Why our number may differ from BC’s customer countries view:| Reason | Direction |
|---|---|
| Billing vs shipping country. We use billing; BC’s analytics view varies (some surfaces use billing, some shipping). For most B2C orders they match; for gift orders they diverge. | Either direction |
| Currency display. BC’s analytics view shows per-country revenue in the merchant’s primary currency (no FX conversion); we offer either native or converted display. The headline AOV per country can differ by FX rate timing. | Either direction (FX-dependent) |
| B2B inclusion. BC’s main analytics surface excludes B2B Edition; we include by default. | Vortex IQ HIGHER on B2B-active countries |
| Multi-storefront aggregation. BC shows per-storefront views; we offer aggregated. Configure platform filter for per-storefront in Vortex IQ. | Either direction |
| Country code normalisation. ISO 3166-1 alpha-2 used by both; legacy orders with bare country names (pre-2019 imports) may have inconsistent codes. | Sometimes Vortex IQ has cleaner data |
| Card | Expected relationship | What causes legitimate divergence |
|---|---|---|
google_analytics.ga_aov_by_country | GA4 country-AOV should track within 5-15% | GA4 uses GeoIP for session country; we use billing country. Customers shopping abroad with home billing addresses diverge. |
shippo.shippo_avg_shipment_value_by_country | Should match for shipping-country (not billing-country) on B2C | Different attribution; for gift orders the gap is large. |
stripe.stripe_avg_charge_by_country | Stripe-paid orders’ country-AOV should match this card | Stripe uses card billing country; gift orders with foreign cards diverge. |
billing_address.country_code) and Adobe Commerce (per customer_country_id); merchant-facing semantics are equivalent.
Known limitations / merchant FAQs
My Germany AOV is 3x my UK AOV. Is Germany a premium market? Probably not. Check whether the gap is B2B-driven first; B2B Edition wholesale orders dominate per-country AOV when present. Filter to DTC-only and re-read; in most cases the DE / UK gap collapses to within 10%. The B2B contamination is the single most common misread on this card. Why does the US AOV read so much lower than UK / EU AOV? Three reasons: (1) US orders tend toward single-product entry-level baskets while UK / EU orders tend toward bundles, (2) UK / EU AOV is VAT-inflated by 17-25%, US AOV is sales-tax-inflated by 5-9%, the rest of the gap is real basket-size difference, (3) US shipping is cheaper than international, so US orders carry less shipping inflation. For comparable AOV use ex-VAT mode and exclude shipping. My headline UK AOV in Vortex IQ matches BC, but per-state UK AOV doesn’t show. Why? The UK has no built-in state breakdown in BC; “England”, “Scotland”, “Wales”, “NI” are not part of the standard country-state model. We surface what BC indexes; if your team writes counties (Greater London, etc.) into the address field, they appear under “Other” rather than as states. Configure address normalisation in BC for UK regional reads. My multi-storefront has UK and US storefronts. Will US customers ever appear in UK rows? Only if they choose to bill to a UK address (rare, but happens for B2B). The card uses billing country regardless of storefront, so a US-customer-paying-to-UK-billing appears under GB. For storefront-attributed reads use the multi-storefront filter rather than the country filter. My Australian AOV looks great but my AU shipping rate is killing me. What’s the right read? Toggle ex-VAT mode AND ex-shipping mode (Settings → Display → Exclude shipping fees). In most cases AU AOV reverts to baseline UK AOV; the apparent premium was tax + shipping inflation. AU is rarely a “premium AOV” market by net-basket; it’s a “high-tax-and-shipping” market where the inflation flatters per-country AOV reads. Can I filter to a specific currency? Yes, multi-currency stores can filter bycurrency_code rather than country_code. Some merchants prefer this view when their UK storefront serves IE and AU customers in GBP. Configure under Settings → Display → Country attribution → Use currency.
Why is Mexico showing $0 AOV but I have orders there?
Probably your AOV column shows “headline currency” and your Mexico orders are in MXN. The currency display setting is mismatched. Either change the display to MXN-equivalent, or convert all currencies to a single reporting currency under Settings → Currency.
What countries should I market to based on this card?
Look for: (a) high AOV with healthy DTC mix (not B2B-inflated), (b) decent order volume (>100/30days for stat reliability), (c) consistent month-over-month pattern. The intersection is your high-confidence growth list. Conversely, avoid expanding into countries where AOV is low AND DTC mix is high; you’re attracting bargain-hunters, not premium customers.
My B2B Edition has wholesale customers in 6 countries. Should I exclude them from this card?
For DTC-marketing decisions: yes. For finance / strategy decisions: no, B2B revenue is real revenue. Configure two views: a “DTC-only” view for marketing under Settings → Filters, and a “All channels” view for finance. Both are right; what’s wrong is using the same view for both purposes.