GMV Calculator
Gross merchandise value from orders and AOV.
Results update as you type.
How it works
Gross merchandise value, or GMV, is the total value of goods sold through your store or marketplace over a period, before any fees, refunds or costs are deducted. You calculate it by multiplying your average order value by the number of orders. GMV is the headline measure of sales volume and is especially important for marketplaces, where the platform does not own the inventory but facilitates transactions between buyers and sellers. It captures the sheer scale of commerce flowing through a business and is widely used to communicate growth to investors, to compare periods, and to gauge market share. That said, GMV is a top-line figure, not a profit figure: it includes the full ticket price of every order regardless of the fees the platform keeps, the products' costs, or the returns that may follow. A business can post an impressive GMV while earning only a small take rate or margin on it, which is why GMV should always be read alongside net revenue and profit rather than in isolation. Store owners, marketplace operators and analysts use this calculator to size the total transaction volume, to track growth trajectories, and to model how changes in order count or average order value will move the top line. Multiply your typical order value by your order count, watch GMV climb as you grow traffic, conversion and basket size, and use it as the scale-setting number that frames all your other ecommerce metrics.
GMV = average order value × number of orders
The formula multiplies the average order value by the number of orders in the period, which reconstructs total sales volume from its two drivers: how much each order is worth and how many orders occur. Because GMV is the product of these two levers, you can grow it either by increasing basket size or by winning more orders. The figure is gross, so it reflects total transaction value before fees, product costs, discounts or refunds are taken out.
Source:Standard ecommerce and marketplace metric (gross merchandise value)
We review all our tools from time to time to ensure accuracy.
Worked example
How to use this calculator
- 1
Enter your values
Enter average order value and number of orders.
- 2
Adjust the options
Fine-tune any options to match your situation.
- 3
Read your result
Gross merchandise value updates instantly as you type — no button to press.
Frequently asked questions
What is the difference between GMV and revenue?
GMV is the total value of all goods sold, the full ticket price of every order, while revenue is what the business actually earns. For a traditional retailer selling its own goods, revenue may equal GMV, but for a marketplace, revenue is only the commission or take rate charged on transactions, which is a fraction of GMV. Confusing the two overstates how much money a business makes, so always check whether a headline figure refers to gross transaction volume or actual earned revenue.
Does GMV include shipping, taxes and returns?
Definitions vary, but GMV is typically the gross value of merchandise sold and often excludes shipping and taxes while not yet accounting for returns, cancellations or discounts. Because there is no single universal standard, businesses may report GMV slightly differently, so it is important to know exactly what a given company includes. When you calculate your own GMV, pick a clear definition and apply it consistently so your period-over-period comparisons remain valid and honest.
Why do marketplaces emphasize GMV?
Marketplaces do not own the inventory they sell, so their own revenue is only the take rate on transactions, which can look small. GMV captures the full scale of commerce they enable, making it a natural measure of platform size, growth and market share. It is a useful way to communicate momentum to investors and partners, though it should always be paired with take rate and net revenue, since a large GMV with a tiny margin can mask a business that is not yet profitable.
How can I grow my GMV?
Because GMV is average order value multiplied by order count, you grow it by increasing either lever. Raising average order value through bundles, upsells and free-shipping thresholds lifts the value of each transaction, while more traffic, higher conversion and repeat purchases increase the order count. The two multiply, so improving both at once compounds. Just remember that GMV is a top-line number, so pursue growth that also protects your margin rather than inflating volume at the expense of profit.
Is a high GMV always good?
Not necessarily. GMV measures scale, not profitability, so a business can report soaring GMV while losing money on heavy discounts, high return rates or a thin take rate. Chasing GMV alone can encourage unprofitable growth, such as subsidizing orders to inflate the number. Treat GMV as a measure of momentum and market presence, but judge the health of the business by net revenue, margin and profit, which reveal whether all that transaction volume actually translates into earnings.