Glossary

The Shopify and ecommerce terms founders actually need, explained plainly.

• Average order value (AOV) — Average order value is the average amount a customer spends in a single order, calculated as total revenue divided by number of orders.
• Conversion rate — Conversion rate is the percentage of store sessions that end in a completed order.
• Customer lifetime value (LTV) — Customer lifetime value is the total profit you expect from a customer across every order they place with you.
• Product detail page (PDP) — A product detail page is the page for a single product, holding its images, description, options, price and add-to-cart action.
• Shopify theme — A Shopify theme is the template system that controls how your storefront looks and behaves, built from sections and blocks you configure in the theme editor.
• Shopify sections — Sections are the modular content blocks that make up a Shopify page — heroes, product grids, testimonials, FAQs — arranged in the theme editor.
• Retention — Retention is the share of customers who buy from you again within a given window, and the work you do to make that happen.
• Email flow — An email flow is an automated sequence triggered by customer behaviour — a welcome series, abandoned checkout reminder or post-purchase follow-up.