GMV (Gross Merchandise Value)
GMV, or gross merchandise value, is the total sales value of goods sold through a channel or platform over a period, before deducting fees, refunds, or costs — a common headline metric for marketplaces and creator commerce.
GMV sums the value of everything transacted, giving a top-line sense of scale. It is popular for marketplaces, e-commerce platforms, and creator-commerce channels because it shows total volume flowing through the system.
GMV is not revenue or profit: a platform typically keeps only a fee or commission on that volume, and refunds and cancellations reduce the net figure. In affiliate and creator commerce, GMV attributed to partners shows how much sales volume the program drives.
See also
- AOV (Average Order Value)
AOV, or average order value, is the average amount spent each time a customer places an order, calculated as total revenue divided by number of orders.
- LTV (Customer Lifetime Value)
LTV, or customer lifetime value, is the total revenue a business expects to earn from a customer over the entire relationship.
- Creator Storefront
A creator storefront is a personalized shop page where a creator curates and links the products they recommend — often earning affiliate commissions on sales — turning their recommendations into a shoppable, trackable destination.
- Conversion
A conversion is the qualifying action — such as a sale, signup, lead, or subscription — that triggers an affiliate commission.
Turn the theory into a live program
Afflio handles tracking, commissions, and payouts so you can run the program these terms describe — start free in an afternoon.
Find brands to promote →