Average order value broken down by destination country.
At a glance
Average order value split by the order’s destination country over the rolling 30 days. A blended AOV hides that a UK basket and an international basket can behave very differently - international orders often carry higher shipping, larger baskets to justify the postage, or duty surprises that suppress repeat buying. For a small Ecwid merchant selling beyond their home country, this card shows which markets bring the most valuable baskets and which are dragged down by friction.
| What it counts | SUM(order.total) / COUNT(orders) for PAID orders in the rolling 30D window, grouped by the order’s destination (shipping) country. |
| API endpoint | GET /v3/{store-id}/orders (paged, OAuth2 with read_orders scope); the destination country is read from each order’s shipping address. |
| Shipping | Included in order.total, so a country with high postage will show a higher AOV partly because of carriage, not just basket size. |
| Discounts | Already deducted, consistent with Total Revenue and Average Order Value. |
| Refunds | NOT deducted. A refunded order still contributes its original total to its country’s AOV. |
| Cancelled / pending | Excluded. Only PAID orders are counted. |
| Country source | Destination (shipping) country, not billing country, so the figure reflects where goods are going. |
| Currency | Single currency per Ecwid store. Every country’s AOV is reported in the one store currency, regardless of the buyer’s local currency. |
| Time window | 30D (rolling 30 days). |
| Alert trigger | None - informational. This is a segmentation lens, not a threshold alarm. |
| Roles | owner, marketing. |
Calculation
Calculated automatically from your Ecwid 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 small UK candle and home-fragrance maker running Ecwid, rolling 30D ending 27 Apr 26. The maker sells mostly to the UK but has picked up a trickle of international orders through their Instagram surface. Their blended AOV is £33, but the country split tells a richer story.| Country | Orders | Revenue (30D) | AOV |
|---|---|---|---|
| United Kingdom | 118 | £3,540 | £30.00 |
| Ireland | 14 | £588 | £42.00 |
| Germany | 9 | £468 | £52.00 |
| United States | 6 | £390 | £65.00 |
| Blended | 147 | £4,986 | £33.92 |
order.total, so some of the apparent value is carriage, not candles. But part is genuine basket behaviour: international buyers tend to add more items to justify the cost and wait of overseas delivery, so they buy three candles instead of one.
For a small maker, the practical reading is not “abandon the UK” - the UK is 80% of the orders and the dependable core. It is “international orders are worth nurturing because each one is worth two domestic ones”. That argues for a modest international push: a clearer shipping-cost message on the product page, a free-shipping threshold tuned just above the typical overseas basket, and Instagram content that reaches the markets already converting (Ireland, Germany, the US).
The caution is to separate carriage from value before over-investing. If the US AOV is high only because postage is high, the maker is not actually earning more margin per order, just collecting more shipping. Cross-check against Average Order Value for the blended trend and against Orders by Country for the volume behind each line, so a single large order does not make a tiny market look artificially premium.
Sibling cards merchants should reference together
| Card | Why it matters next to AOV by Country | What the combination tells you |
|---|---|---|
| Average Order Value | The blended baseline. | Country AOVs around the blend = uniform behaviour; wide spread = the blend hides distinct markets. |
| Orders by Country | The volume behind each AOV. | A high-AOV country with two orders is noise; high AOV plus real volume is a market to grow. |
| Total Revenue | The pool being split. | High-AOV countries can punch above their order share of total revenue. |
| Revenue by Storefront Surface | Where the country mix comes from. | Social surfaces often bring the international, higher-AOV orders. |
| New Customers | Acquisition by value. | If high-AOV countries are mostly new customers, there is room to build repeat there. |
| Refund Rate | Friction check. | A high-AOV country with high refunds may be hit by duty surprises or transit damage. |
| Conversion Rate | Funnel by market. | High AOV but low conversion in a country points to shipping-cost shock at checkout. |
| Repeat Purchase Rate | Durability of the value. | A premium market that never repeats is a one-off, not a base to build on. |
Reconciling against Ecwid
Where to look in Ecwid’s own dashboard:
Ecwid Control Panel (my.ecwid.com) -> Reports -> Sales report, segment / filter by country
Divide each country’s total sales by its order count to get that country’s AOV, then compare against the matching line in this card.
For the underlying orders, My Sales -> Orders can be filtered by destination country to spot-check which orders drive a market’s average.
Why our number may differ from Ecwid’s Control Panel:
| Reason | Direction | Why |
|---|---|---|
| Billing vs shipping country | Either | We group by destination (shipping) country; some Ecwid views group by billing country, which differs for gift orders and expats. |
| Refunds | Theirs lower (netted view) | Ecwid’s net-sales toggle subtracts refunds; our AOV is gross, consistent with Total Revenue. |
| Shipping in the average | Expected | Both include shipping in the order total, so high-postage countries read high; this is not a discrepancy, just a reading caution. |
| Time zone | Boundary days | Ecwid uses the store’s configured time zone; we use UTC. Small effect on a 30D window. |
| Small-country rounding | Marginal | A country with very few orders is volatile; one large basket swings its AOV, and Ecwid’s rounding may differ slightly from ours. |
ecwid_aov_by_country(c) = ecwid_revenue(c) / ecwid_orders(c) over the same 30D window.