At a glance
AOV by Country breaks your average order value down across each Fruugo country marketplace, so you can see which locales buy bigger baskets and which buy thin. For a cross-border merchant whose listings, currencies, and shipping costs vary by country, a single blended AOV hides a lot. This Geography card surfaces the spread so you can tune locale pricing and shipping-zone decisions where they actually pay off.
| What it counts | Average order value calculated separately for each Fruugo country marketplace over the window. |
| Sample type | Aggregated over a rolling 30-day window. |
| Why it matters | AOV varies widely by country due to currency, localisation, and shipping. Knowing the per-country spread lets you price and bundle per locale instead of guessing from a blended average. |
| Reading the value | Compare countries against each other and against your blended AOV. A country well below the pack often signals a pricing, shipping, or product-mix issue specific to that locale. |
| Currency | currency |
| Time window | 30D |
| Alert trigger | - |
| Sentiment key | fru_aov_by_country |
| Roles | owner, marketing |
Calculation
For each Fruugo country marketplace, the card divides total order value by the number of orders placed in that country over the rolling window, then presents the countries side by side as bars. Values are shown in your reporting currency so cross-border markets can be compared on a like-for-like basis rather than in each local currency.Worked example
A representative reading of AOV by Country for a typical merchant on Fruugo. Imagine a merchant whose blended AOV is around 48.00 in their reporting currency, but the breakdown shows one Nordic market at 71.00 while a neighbouring market sits at just 29.00 (illustrative figures). That gap is too large to be noise. Vortex Mind investigates and finds the low-AOV country only has the single-unit listings localised, while the multi-buy bundles never localised into that language, so shoppers there cannot add the higher-value packs. Ask Viq can answer “why is my AOV in that country half the average” and point straight at the missing localised bundles, turning a vague geography chart into a concrete listing fix.Sibling cards merchants should reference together
| Card | Why merchants reach for it |
|---|---|
fru_aov | Sales sibling: Average Order Value. |
fru_orders_by_country | Geography sibling: Orders by Country. |
fru_revenue_mix_by_country | Geography sibling: Revenue Mix by Country. |
fru_active_countries | Executive sibling: Active Country Marketplaces. |
fru_xc_price_parity | Cross-channel sibling: Price Drift vs Amazon EU / eBay EU. |
Reconciling against Fruugo Merchant Portal
Where to look in Fruugo’s own dashboard: In the Fruugo Merchant Portal, open the orders or sales reporting area and group or filter by country to see per-market order counts and order values. Averaging value over orders for each country gives you the portal’s equivalent of this card. Why the Vortex IQ value may legitimately differ:| Reason | Direction | What to do |
|---|---|---|
| Different 30-day period boundary than the portal’s report range | Either | Align both views to the same start and end dates before comparing. |
| Currency conversion: this card normalises to your reporting currency, the portal may show local currency | Either | Convert at the same rate, or compare within a single-currency country. |
| Cancellations and refunds treated differently in the AOV calculation | Vortex IQ either | Confirm whether the portal report includes or excludes cancelled orders for that country. |
fru_orders_by_country and fru_revenue_mix_by_country to separate a basket-size problem from a volume problem, and let Vortex Mind trace a low-AOV country to its listing or pricing root cause.
Known limitations / merchant FAQs
Q: How often does this number update? The per-country averages recalculate as new orders flow in, against a rolling 30-day window, so a country with few recent orders can swing more than a high-volume one. Q: Why does the Fruugo Merchant Portal show a different AOV for a country? The most common reasons are a different report date range and currency: this card normalises to your reporting currency while the portal often shows local currency, and the two can also treat cancelled orders differently. Q: How does this relate to the blended Average Order Value card?fru_aov gives you one headline number; this card shows the country-level spread underneath it. A healthy blended AOV can still hide a weak locale, which only this breakdown reveals.
Q: Can I set an alert on this card?
It ships without a default alert, but the threshold is configurable. A useful pattern is alerting when any country’s AOV falls a set percentage below your blended figure, so a quietly underperforming locale surfaces on its own.