Gross Merchandise Value (GMV)
Gross Merchandise Value is the total value of merchandise sold through a marketplace or ecommerce platform over a given period before any deductions. It includes the full sale price of every item sold, regardless of returns, discounts, or fees. GMV is commonly used to measure the overall scale and transaction volume of an ecommerce business or marketplace.
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Gross Merchandise Value
$225,000.00
items_sold×average_selling_priceHow to Calculate Gross Merchandise Value (GMV)
Why Gross Merchandise Value (GMV) Matters
GMV is the top-level indicator of marketplace activity and is the metric investors and analysts look at first to gauge the size and growth trajectory of an ecommerce platform. While GMV alone does not reflect profitability, a growing GMV signals increasing demand and platform adoption. Tracking GMV alongside net revenue reveals how much of your total transaction volume actually converts to real income.
Industry Benchmarks
What is a good GMV? Based on industry benchmarks, a GMV considered small is under $100k/mo, mid-size is $100k - $1m/mo, and large is $1m+/mo. These figures vary by industry, product category, and business model, so use them as directional guidance rather than hard targets.
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Average Order Value (AOV)
Average Order Value is the mean dollar amount spent each time a customer places an order on your store. It is calculated by dividing total revenue by the number of orders over a given period. AOV is one of the simplest yet most impactful levers for growing revenue without acquiring new customers.
Ecommerce Conversion Rate
Ecommerce Conversion Rate is the percentage of website visitors who complete a purchase. It is calculated by dividing the number of sessions that result in an order by the total number of sessions. Conversion rate is a core indicator of how well your store turns traffic into paying customers.
Revenue Per Session
Revenue Per Session is the average amount of revenue generated by each visitor session on your store. It is calculated by dividing total revenue by total sessions. Unlike conversion rate, this metric accounts for both the likelihood of a purchase and the value of that purchase.
Refund Rate
Refund Rate is the percentage of orders that result in a full or partial refund. It is calculated by dividing the number of refunded orders by the total number of orders. A high refund rate can indicate product quality issues, misleading product descriptions, or fulfillment problems.
Cart Abandonment Rate
Cart Abandonment Rate is the percentage of shoppers who add items to their cart but leave without completing the purchase. It is calculated by dividing the difference between carts created and carts completed by the total carts created. This metric reveals how much potential revenue is slipping through the cracks at checkout.
Inventory Turnover
Inventory Turnover measures how many times a business sells and replaces its inventory over a given period. It is calculated by dividing cost of goods sold by the average inventory value. A higher turnover means you are efficiently converting inventory into sales.
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