Order Value Trends Report

The Order Value Trends report (also known as Average Order Value or AOV report) helps you understand how much customers are spending per order over time. Track whether your AOV is improving, see how it varies by payment method and country, and measure the impact of coupons on spending behaviour.

Accessing the report

1. Go to Reports in your admin portal
2. Click Orders → Order Value Trends
3. Select a date range (defaults to last 30 days)
4. Apply any additional filters
5. Click Apply to generate the report

Summary metrics

Current AOV The average order value for the selected period.

Previous Period AOV The average order value for the equivalent previous period (same length, ending when the current period starts).

Change % The percentage change in AOV between the current and previous periods. A positive number indicates growth.

Median Order Value The middle value when all order totals are sorted. The median is less affected by very large or very small orders than the average, making it a useful complementary metric.

Total Orders The number of orders in the selected period.

Total Revenue The sum of all order values in the selected period.

AOV over time

A time-series chart shows how your average order value fluctuates across the selected period. Use this to identify:

• Dates when promotions caused AOV to drop
• Periods when premium products drove AOV higher
• Seasonal patterns in customer spending

Payment type breakdown

A table showing average order value by payment method:

• Stripe (card payments)
• Revolut
• Wallet
• Cash

Differences between payment methods can indicate that certain customer segments or purchase contexts (e.g. wallet top-ups vs. first-time card payments) correlate with different spending levels.

Country breakdown

A table showing AOV metrics by country:

Country — the customer's shipping country Average Order Value — mean spend per order from that country Minimum Order Value — smallest order from that country in the period Maximum Order Value — largest order from that country in the period Median Order Value — middle value for orders from that country

Compare countries to identify where you have the most premium customers and where there may be opportunities to increase spending through targeted promotions.

Order value distribution

A histogram showing how orders are distributed across value bands. This visualises what proportion of your orders fall into each spending range and helps you understand whether you have a wide spread of order sizes or a concentrated cluster around a typical value.

Coupon impact

A comparison showing AOV for orders with and without coupons applied:

• AOV with coupon — average order value when a discount code was used
• AOV without coupon — average order value for non-discounted orders
• Difference % — how much higher or lower coupon orders are compared to non-coupon orders
• Order counts — how many orders in each group

If coupon orders have a higher AOV, your discounts may be successfully incentivising customers to add more items to their basket to qualify for or maximise the discount.

Filters

Date range

Choose from a preset period or set a custom range. Available presets include: Today, Yesterday, Last 7 days, Last 30 days, This week, Last week, This month (excl. today), Last month, Last 3 months, Last 6 months, Last year, Year to date, Same month to same day last year, Same month last year.

Store code

Filter by a specific store location. Hidden for single-location stores.

Payment types

Include only specific payment methods in the analysis.

Order statuses

Select which order statuses to include. By default, all statuses except "Creating" are included.

Coupon filter

• All orders — include all orders regardless of coupon usage
• With coupon — only orders where a coupon was applied
• Without coupon — only orders with no coupon

Exclude outliers

Toggle to remove unusually large or small orders that may skew the averages. Useful when a small number of very high-value wholesale orders distort the typical customer AOV.

Exporting data

1. Apply your desired filters
2. Click Export CSV or Export Excel
3. Save the file to your computer

Export includes:

• Date
• Order count
• Total revenue
• Average order value
• Median order value

Using insights

Set AOV improvement targets

If your current AOV is £45, a 10% improvement to £49.50 could meaningfully increase revenue without acquiring new customers. Use the trend chart to measure whether strategies like free shipping thresholds or product bundles are moving AOV in the right direction.

Test free shipping thresholds

Offer free shipping above a certain order value (e.g. "Free delivery on orders over £50") and monitor whether AOV increases towards that threshold. Compare the period before and after introducing the threshold.

Identify upsell opportunities

If your AOV is consistently lower than a natural price point for adding an extra item, consider whether product recommendations or bundles could encourage customers to spend more per order.

Next steps

• Review sales revenue for overall revenue context
• Check coupon performance for a detailed view of discount code usage
• Manage discount types to experiment with minimum spend thresholds