Average Order Value (AOV) measures the average dollar amount spent when a customer places an order. It's a crucial metric for e-commerce and DTC brands looking to maximize revenue from existing traffic. Tactics to increase AOV: - Free shipping thresholds - Product bundling - Upsells and cross-sells - Volume discounts - Limited-time promotions - Loyalty rewards for larger orders AOV is particularly important because increasing it doesn't require acquiring new customers—you're getting more value from your existing traffic.