Pricing & Revenue
GMV (Gross Merchandise Value)
The total value of goods sold through a marketplace or platform, before any fees or deductions.
Formula
GMV = Total Items Sold × Selling PriceWhat is GMV?
Gross Merchandise Value is the total value of merchandise sold through a platform or marketplace over a period. It's commonly used by marketplaces (Amazon, Etsy, Shopify) to report their scale.
GMV vs. Revenue
For marketplaces, GMV is not revenue. A marketplace with $1B in GMV might only have $100M in revenue (from fees/commissions). For direct sellers, GMV is essentially the same as gross revenue.
Why GMV Can Be Misleading
GMV doesn't account for returns, cancellations, or discounts. It can overstate actual business performance.
Example
A marketplace processes 10,000 orders with an average of $75 per order. GMV = $750,000.
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