It is by assessing the average value of purchases made in the virtual store that merchants understand sales performance and how the public reached by the store behaves.
Here, we will teach you how to calculate the different types of average ticket and some techniques to increase the average sales value of your e-commerce.
Let's go?
What is the average ticket and what is it for?
What is the ideal average ticket for Brazilian e-commerce?
How to calculate the average ticket?
How to increase the average ticket in 4 strategies
Bonus: e-commerce tools to increase average ticket
How to track the average ticket
Low average ticket? Check out 4 priority measures
The e-commerce platform to increase your average ticket
What is the average ticket and what is it for?
So, let's get to the topic that interests us!
Average ticket is the average value of purchases made in your online store.
This monetary value can be calculated over a period (average ticket for the last month, quarter, semester, year), per buyer (average ticket for loyal customers), per product category (average ticket in the bed, table and bath sector, for example), and so on.
It is based on the average ticket that online retailers can understand how the company's revenue is in relation to the orders placed.
With this data, it is also possible to understand how the public reached by the virtual store behaves , considering consumption habits and the number of purchases made.
What is the difference between average price and average ticket?
The main difference between average ticket and average price is in the calculation used.
While the average ticket is based on the average value of sales made, the average price is based on the value of the products sold.
Therefore, the average price of e-commerce products is calculated based on the amount invested in purchasing inputs, divided by the quantity of products purchased.
I.e:
Average price = amount invested ÷ quantity of products.
Practical example:
An online store invested R$5,000.00 in purchasing new t-shirts to sell. With this, it was possible to buy 150 t-shirts.
Average price = 5,000 ÷ 150 = R$ 33.33 per shirt.
This value may still vary when including the average profit rate and other costs. However, in general, this information is sufficient to perform the calculation.
What is the ideal average ticket for Brazilian e-commerce?
To understand whether your online store's average ticket is healthy, you need to study internal data and compare it with the current market.
In Brazil, according to the Brazilian Electronic Commerce Association ( Abcomm ), the average ticket is around R$470.00 , with data from 2023.
The categories with the highest share of sales were household appliances, telephony, home and decoration, electronics, fashion and accessories.
This value varies according to the region of the country. In 2024, the denmark phone number data North region emerged as the region with the highest average ticket recorded per purchase, reaching R$368.70 – according to data released by the E-commerce Brasil portal.
How to calculate the average ticket?
Now, let's learn how to calculate the different types of average ticket for an online store.
To simplify the process, we use one year as the default period, but you can change it according to what makes the most sense for your business.
Average ticket calculation based on number of sales
To calculate the average ticket based on the number of sales, we need the following data.
Number of total sales in the period;
Total value of sales in the period.
The formula is as follows:
Average ticket per number of sales = total value of sales made ÷ number of sales.
Example:
In an electronics e-commerce, R$35,000.00 were sold in one year, with a total of 52 sales.
Average ticket = 35,000 ÷ 52 = R$673.07.
The average ticket based on the number of sales helps in understanding how the company's overall sales are doing, providing data to evaluate a price increase, development of promotions or even development of new products.
Average ticket calculation based on number of customers
Another way to understand the average ticket is to calculate total sales by the number of customers who purchased from the store.
Required data:
Total sales value in the period;
Number of customers who made purchases.
The formula is as follows:
Average ticket per number of customers = total sold ÷ number of customers in the period
Example:
The same store that sold R$35,000.00 in one year, had a total of 40 customers.
Average ticket = 35,000 ÷ 40 = R$875.00 per customer.
With this information, it is possible to understand how the average e-commerce customer behaves, providing, in addition to other information, insights into the number of customers needed to increase the company's revenue.