Average transaction value

Revenue divided by the number of transactions. What a customer spends per visit.

A retailer with ₹3,300 crore of sales across 5.5 crore bills has an average transaction value of ₹600.

Growth in the measure can be good or bad depending on the cause. More items in the basket is a merchandising success; the same items at higher prices in an inflationary period is not real growth, and the two are separated by looking at volume alongside.

Companies that report only value growth in an inflationary year are choosing what to show.