> ## Documentation Index > Fetch the complete documentation index at: https://docs.vortexiq.ai/llms.txt > Use this file to discover all available pages before exploring further. # Average Order Value, Ecwid > Revenue / orders. AOV slipping while orders climb usually = overly aggressive coupon stack. How to read it, why it matters, and how to act on it. **Metrics type:** [Key Metrics](/nerve-centre/overview#metrics-types-explained) • **Category:** [Ecommerce Platform](/nerve-centre/connectors#connectors-by-type) > Revenue / orders. AOV slipping while orders climb usually = overly aggressive coupon stack. ## At a glance > Total revenue divided by total order count over the rolling 30 days. The basket-size signal that complements [`ecwid_total_revenue`](/nerve-centre/kpi-cards/ecwid/total-revenue) and [`ecwid_total_orders`](/nerve-centre/kpi-cards/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 counts** | `SUM(order.total) / COUNT(orders)` over the rolling 30D window. | | **API endpoint** | Same as the underlying revenue and order-count cards (`GET /v3/{store-id}/orders` filtered to PAID). | | **VAT / tax** | Same convention as `order.total` (matches the revenue card). | | **Shipping** | Included (matches revenue card). | | **Discounts** | Already deducted. | | **Refunds** | NOT deducted (orders are counted at original total, refunds are a separate event). | | **Cancelled** | Excluded. | | **Currency** | Per-store native currency. | | **Channel scope** | All channels the widget renders on. | | **Time window** | `30D vsP`. | | **Alert trigger** | `drop >10% WoW`. AOV is more sensitive than order count or revenue, so the alert is tighter. | | **Sentiment** | `aov_trend`. | | **Roles** | owner, marketing, finance. | ## 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 hobby photographer running an Ecwid widget on their WordPress blog, week of 21 Apr 26 to 27 Apr 26.** | Order | Items | Value | | -------------------- | ------------------------------------------- | ------------- | | #1041 | One A3 print | £35 | | #1042 | Photo zine | £18 | | #1043 | Two A3 prints | £65 | | #1044 | Limited-edition signed print + mailing tube | £95 | | #1045 | Photo zine bundle (3 issues) | £40 | | #1046 | A3 print + zine | £52 | | #1047 | One A3 print | £35 | | (... 11 more orders) | | (similar mix) | ```text theme={null} 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. ## Sibling cards merchants should reference together | Card | Why it matters next to AOV | What the combination tells you | | -------------------------------------------------------------------------------- | -------------------------- | ---------------------------------------------------------------------------------------------------- | | [Total Revenue](/nerve-centre/kpi-cards/ecwid/total-revenue) | The numerator. | Revenue moving without AOV moving = volume change; revenue and AOV both moving = mix change. | | [Total Orders](/nerve-centre/kpi-cards/ecwid/total-orders) | The denominator. | AOV down + orders up = lower-priced SKUs winning; AOV up + orders down = premium-only buying. | | [Top Products by Revenue](/nerve-centre/kpi-cards/ecwid/top-products-by-revenue) | Mix view. | Identify whether AOV change came from a SKU mix shift. | | [Out-of-Stock Products](/nerve-centre/kpi-cards/ecwid/out-of-stock-products) | Blocking input. | A hero high-priced SKU OOS-ing is the single most-common cause of an AOV drop on small Ecwid stores. | | [Refund Rate](/nerve-centre/kpi-cards/ecwid/refund-rate) | Quality signal. | AOV up + refund rate up = the bigger baskets are unhappy; investigate. | | [Conversion Rate](/nerve-centre/kpi-cards/ecwid/conversion-rate) | Trade-off. | Free-shipping thresholds raise AOV but slightly lower conversion; track together. | | [New Customers](/nerve-centre/kpi-cards/ecwid/new-customers) | First-timer mix. | New customers typically spend less than repeat; AOV down with new-customer surge is normal. | | [Repeat Purchase Rate](/nerve-centre/kpi-cards/ecwid/repeat-purchase-rate) | Repeat skew. | Repeat customers usually have higher AOV; rising repeat rate often correlates with rising AOV. | ## 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:** | Reason | Direction | Why | | ----------------------- | ------------- | ----------------------------------------------------------------------------- | | **Refund treatment** | Either | Some Ecwid views show net AOV (after refunds); we show gross. | | **Cancelled inclusion** | Either | Ecwid sometimes includes cancelled orders in the AOV computation; we exclude. | | **Time zone** | Boundary days | Ecwid uses store-local; we use UTC. | | **Sync lag** | Marginal | Webhook-driven; under 60s typically. | **Internal identity:** `ecwid_aov = ecwid_total_revenue / ecwid_total_orders` exactly. Mathematical identity, not reconciliation. ***
Documentation cross-reference (for agencies running multiple platforms) * [`shopify.aov`](/nerve-centre/kpi-cards/shopify/average-order-value) * [`bigcommerce.aov`](/nerve-centre/kpi-cards/bigcommerce/average-order-value) * [`shopline.shopline_aov`](/nerve-centre/kpi-cards/shopline/average-order-value)
## 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. *** ### 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](https://app.vortexiq.ai/login) or [book a demo](https://www.vortexiq.ai/contact-us) to see this metric running on your own data.