Gross Merchandise Value

The total value of everything sold through a shop or marketplace over a period, before taking off fees, refunds and costs.

GMV shows the scale of sales flowing through a platform, but it is not your income, so it can flatter a business that keeps only a small cut.

Sellers move £500,000 of products through your marketplace in a month, so your GMV is £500,000 even though you keep only a fee.