What Is Average Order Value (AOV)? How It Affects Your Reselling Profits

Average Order Value (AOV): The average amount a buyer spends per transaction. Resellers increase AOV through bundle deals, combined shipping incentives, and cross-selling within their shop. On Depop, buyers who find one item often browse the shop. surfacing related items in your description or bio increases AOV. On eBay, seller stores that display similar items on listing pages drive additional sales. That is the textbook version. What matters to you as a seller is how this concept affects your profits. For the quick definition, see our Average Order Value (AOV) glossary entry. This post covers the practical side.

What It Actually Means

Strip away the jargon and average order value (aov) comes down to one thing. The average amount a buyer spends per transaction. Resellers increase AOV through bundle deals, combined shipping incentives, and cross-selling within their shop. On Depop, buyers who find one item often browse the shop. surfacing related items in your description or bio increases AOV. On eBay, seller stores that display similar items on listing pages drive additional sales. In everyday selling, that looks like this: you list an item, a buyer searches for it, and whether they find yours depends partly on how well you understand average order value (aov).

Most sellers encounter average order value (aov) without realising it. You have already dealt with it if you have ever wondered why one listing gets views and an identical one does not. The difference often traces back to this concept.

How It Affects Your Bottom Line

Understanding average order value (aov) directly affects how much you keep from each sale. Here are the numbers.

On eBay, where seller fees are 0% and payment processing adds Included in final value fee via eBay Managed Payments, your margin on a $50 item is already tight. If you do not account for average order value (aov), you lose another chunk of that margin to slower sales, lower prices, or wasted listing time.

Sellers who understand this concept price more accurately, list more efficiently, and sell faster. That is not theory. It is the difference between $15 an hour and $30 an hour when you factor in your time.

The practical takeaway: learn this once, apply it to every listing. The compounding effect across hundreds of listings is significant.

Where This Applies

Average Order Value (AOV) plays out differently depending on the marketplace. Each platform has its own rules and buyer expectations.

eBay: With 12 million AU users (25–55, balanced), average order value (aov) matters here because highest volume, widest reach, established sellers. The 0% seller fee (see eBay fees) means understanding this concept directly protects your margin. Read more about eBay.

Depop: With 800K AU users (16–26, 70% female), average order value (aov) matters here because trendy and vintage clothing, gen z market. The 10% seller fee (see Depop fees) means understanding this concept directly protects your margin. Read more about Depop.

Related Concepts

Average Order Value (AOV) does not exist in isolation. These related terms round out your understanding.

• bundle deal: Closely connected to average order value (aov). Understanding both gives you a more complete picture of how marketplace selling works.
• cross listing: Closely connected to average order value (aov). Understanding both gives you a more complete picture of how marketplace selling works.
• conversion rate: Closely connected to average order value (aov). Understanding both gives you a more complete picture of how marketplace selling works.

Each of these concepts reinforces the others. Sellers who understand the full set make better decisions across pricing, listing, and sourcing.

Knowing average order value (aov) gives you an edge that compounds across every listing. Apply it consistently and your per-item profit goes up without working harder. If you are selling across multiple platforms, Try Shopfront free to manage everything from one dashboard.