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?”
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.
What’s interesting:
- 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
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:
Cross-connector reconciliation (when analytics and shipping integrations are connected):
The per-country AOV view is BC-aligned with similar cards on Shopify (per
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.