At a glance
AOV by Country breaks your average order value down by the buyer’s country. Etsy is a global marketplace, so the same shop often sees very different basket sizes in the United States, the United Kingdom, Germany, and Australia, shaped by shipping cost, local pricing, gifting habits, and currency. An Etsy seller cares because this is where you spot which markets justify dedicated shipping profiles, Etsy Ads spend, or country-specific bundles. Good looks like healthy AOV in your higher-volume markets with room to grow the rest; a low AOV in an otherwise high-traffic country is a clear signal to test bundling, free-shipping thresholds, or pricing.
| What it counts | Average order value (order revenue divided by order count) segmented by the buyer’s country, over the trailing window. |
| Sample type | Backend API data from Etsy, refreshed on the standard data refresh. |
| Why it matters | It reveals which markets carry your biggest baskets, guiding where to focus shipping offers, ads, and bundling for the best return. |
| Reading the value | Compare each country’s AOV against your shop-wide average. A country far below average with strong volume is an opportunity; a high-AOV niche market may merit dedicated listings. |
| Currency | currency |
| Time window | 30D |
| Alert trigger | - |
| Sentiment key | ets_aov_by_country |
| Roles | owner, marketing |
Calculation
For each buyer country in the trailing 30-day window, Vortex IQ sums order revenue and divides by the number of orders from that country to produce a per-country average order value. Orders are attributed to the country recorded on the order. Values are shown in your shop currency so countries are directly comparable, which means any currency conversion happens before the average is taken. The card surfaces the countries with meaningful order volume so a single high-value order in a rare market does not distort the picture.Worked example
Illustrative numbers. On 14 Jun 26 a stationery seller reviews the card and sees a shop-wide AOV of 31, the UK at 48. Strong German basket sizes despite lower volume suggest buyers there are combining items, so the seller creates a German-language-friendly bundle listing and adds a free-shipping threshold just above the current German AOV to nudge baskets higher. They open Vortex Mind to trace whether the German uplift comes from one product line or broad multi-item orders, then ask Ask Viq, “which countries have AOV below my shop average but more than 20 orders,” to shortlist markets for a bundling test.Sibling cards merchants should reference together
| Card | Why merchants reach for it |
|---|---|
average-order-value | The shop-wide AOV baseline every country figure is compared against. |
orders-by-country | Pairs basket size with order volume so you weigh AOV by how many sales each country drives. |
total-revenue | Confirms which markets contribute most to the top line, not just the highest baskets. |
top-listings-by-revenue | Shows which products are driving high-AOV markets so you can build bundles around them. |
etsy-ads-revenue-vs-organic | Helps decide whether to back a high-AOV country with more Etsy Ads spend. |
Reconciling against Etsy Shop Manager
Where to look in Etsy Shop Manager: Open Shop Manager > Stats to see traffic and orders by region, and Shop Manager > Orders & Shipping to inspect the country recorded on individual orders. Shop Manager > Finances helps you tie the revenue side back to payouts. Why the Vortex IQ value may legitimately differ:| Reason | Direction | What to do |
|---|---|---|
| Currency conversion timing. Orders placed in other currencies are converted before averaging, and rates move. | Marginal | Treat cross-currency AOV as indicative; use it for relative comparison rather than to the penny. |
| Country attribution basis. Shipping country and buyer country can differ for gift orders. | Variable | When a gifting market looks unusual, check individual orders in Shop Manager before drawing conclusions. |
| Low-volume markets smoothed out. The card focuses on countries with meaningful volume. | Variable | For a niche market not shown, inspect its orders directly in Shop Manager. |