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Card class: Hero • Category: Ecommerce Platform
Revenue / orders. AOV slipping while orders climb usually = overly aggressive coupon stack.

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At a glance

Total revenue divided by total order count over the rolling 30 days. The basket-size signal that complements ecwid_total_revenue and ecwid_total_orders. For Ecwid hobby stores, AOV is highly sensitive to single-SKU mix shifts; a single big sale can move it 20% on its own.
What it countsSUM(order.total) / COUNT(orders) over the rolling 30D window.
API endpointSame as the underlying revenue and order-count cards (GET /v3/{store-id}/orders filtered to PAID).
VAT / taxSame convention as order.total (matches the revenue card).
ShippingIncluded (matches revenue card).
DiscountsAlready deducted.
RefundsNOT deducted (orders are counted at original total, refunds are a separate event).
CancelledExcluded.
CurrencyPer-store native currency.
Channel scopeAll channels the widget renders on.
Time window30D vsP.
Alert triggerdrop >10% WoW. AOV is more sensitive than order count or revenue, so the alert is tighter.
Sentimentaov_trend.
Rolesowner, marketing, finance.

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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.

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Worked example

A small UK hobby photographer running an Ecwid widget on their WordPress blog, week of 21 Apr 26 to 27 Apr 26.
OrderItemsValue
#1041One A3 print£35
#1042Photo zine£18
#1043Two A3 prints£65
#1044Limited-edition signed print + mailing tube£95
#1045Photo zine bundle (3 issues)£40
#1046A3 print + zine£52
#1047One A3 print£35
(… 11 more orders)(similar mix)
Total Revenue (week)         £620
Number of Orders             18
Average Order Value          £620 / 18 = £34.44
Prior week AOV               £35.40
Change                       -2.7%  (well within normal noise)
What it means. AOV at £34.44 is on-pattern for this hobby store; the typical basket is one print or a print plus zine. The slight WoW dip (-2.7%) is statistically meaningless on 18 orders; a single small £18 zine-only order moves the AOV by ~£1. The story for this seller is in the distribution, not the average. The £95 limited-edition order is the high-AOV outlier; without it the AOV would have been £525 / 17 = £30.88 (-13% from prior week). One additional limited-edition customer per week moves the headline AOV by 12 to 15%, which means AOV is more about acquisition mix than basket optimisation for this kind of seller. The action playbook for an Ecwid hobby seller is rarely “raise AOV” (the catalogue is small, the price points are fixed); it is “make sure the limited-edition / premium SKUs do not OOS while in active campaigns”. On this size store, a single hero SKU going OOS halves the AOV trajectory.

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Sibling cards merchants should reference together

CardWhy it matters next to AOVWhat the combination tells you
Total RevenueThe numerator.Revenue moving without AOV moving = volume change; revenue and AOV both moving = mix change.
Total OrdersThe denominator.AOV down + orders up = lower-priced SKUs winning; AOV up + orders down = premium-only buying.
Top Products by RevenueMix view.Identify whether AOV change came from a SKU mix shift.
Out-of-Stock ProductsBlocking input.A hero high-priced SKU OOS-ing is the single most-common cause of an AOV drop on small Ecwid stores.
Refund RateQuality signal.AOV up + refund rate up = the bigger baskets are unhappy; investigate.
Conversion RateTrade-off.Free-shipping thresholds raise AOV but slightly lower conversion; track together.
New CustomersFirst-timer mix.New customers typically spend less than repeat; AOV down with new-customer surge is normal.
Repeat Purchase RateRepeat skew.Repeat customers usually have higher AOV; rising repeat rate often correlates with rising AOV.

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Reconciling against the vendor’s own dashboard

Where to look in Ecwid’s own dashboard:
Ecwid Control Panel (my.ecwid.com) -> Reports -> Sales summary The “Average Order Value” tile gives the same number for the same window.
Why our number may legitimately differ from Ecwid’s Control Panel:
ReasonDirectionWhy
Refund treatmentEitherSome Ecwid views show net AOV (after refunds); we show gross.
Cancelled inclusionEitherEcwid sometimes includes cancelled orders in the AOV computation; we exclude.
Time zoneBoundary daysEcwid uses store-local; we use UTC.
Sync lagMarginalWebhook-driven; under 60s typically.
Internal identity: ecwid_aov = ecwid_total_revenue / ecwid_total_orders exactly. Mathematical identity, not reconciliation.

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Known limitations / merchant FAQs

My AOV swings 20% week-to-week. Is that normal? For small Ecwid stores doing under 50 orders / week, yes. A single £100 limited-edition order in a week of mostly £30 single-print orders moves the AOV by 5 to 10% on its own. Look at the rolling 4-week or 30-day AOV, not the daily figure. Why is the alert at -10% if AOV is naturally noisy? Because the WoW comparison filters intra-week noise; the alert only fires when AOV drops 10% week-on-week, which usually means a real mix shift (hero SKU OOS, discount campaign, new lower-priced SKU launched). Within-week swings do not trigger. How can I raise my AOV on a small catalogue? Three practical levers for hobby Ecwid stores. (1) Free-shipping threshold set at 1.5 to 2x current AOV (e.g. AOV £35 -> threshold £55). (2) Bundles (zine + print, or 3-zine bundle). (3) Premium / limited-edition SKUs at 2 to 3x typical price for collectors who self-select. Does AOV include refunds? No, refunds are not deducted. A fully refunded £100 order still contributes £100 to AOV. If you want net AOV, divide net revenue by paid orders manually (the cards do not currently expose this directly). Why does my AOV in Ecwid Sales Summary differ from this card? Usually time zone or refund handling. The Ecwid Sales Summary uses store-local time and may net out refunds; we use UTC and gross revenue. The gap is rarely more than 2 to 3%. My subscription products lower my AOV. Should I exclude them? Each subscription billing is a separate order in Ecwid; if your subscription is £15 / month you will see lots of low-AOV orders. The card includes them by default. To see one-time-only AOV, configure a tag-based exclusion in the manifest. Should I optimise for AOV or order count? Both, but they trade off. For a hobby store doing £600 / week, growing AOV from £35 to £45 (+29%) without losing orders adds £180 / week. Growing orders from 18 to 25 (+39%) without changing AOV adds £245 / week. Order count growth is usually the bigger lever for small Ecwid stores; AOV growth is the second-order optimisation once volume is healthy. Does this include POS sales for stores that use Ecwid POS? Yes. POS orders flow through the same backend; their basket sizes are typically smaller (impulse purchases at events / markets) which can drag overall AOV down for stores that mix online + POS.

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Tracked live in Vortex IQ Nerve Centre

Average Order Value is one of hundreds of KPI pulses Vortex IQ tracks across Ecwid and 70+ other ecommerce connectors. Nerve Centre runs the detection layer; Vortex Mind investigates the cause when something moves; Ask Viq lets you interrogate any number in plain English. Start for free or book a demo to see this metric running on your own data.