AOV is either the most overrated or underrated metric in ecommerce, depending on who you ask.
So I'm here to answer the question once and for all: does AOV even really matter?
It depends. Let me explain.
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EPISODE HIGHLIGHTS

[00:02:11] AOV is not necessarily as good as you think.
[00:03:58] Increasing AOV and conversion rate.
[00:08:00] Low AOV + large market.
[00:11:39] Slow purchase accumulation.
[00:14:41] Nonlinear trade-off between AOV and conversion rate.
[00:16:09] AOV and shipping efficiency.
[00:20:00] AOV and gross margin.
[00:22:13] AOV and profit considerations.

EPISODE SPONSOR
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REFERENCED IN THIS EPISODE:

"Bryan Porter Didn't Get To $100M On Amazon With Just Tips & Tricks" (Spotify, Apple)

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EPISODE MUSIC

Music Intro: "⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Tell Me Mama⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠" by The Devious Means
Music Outro: "⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Rusty Little Scissors⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠" by The Devious Means