GMV

GMV, which stands for gross merchandise value, or gross merchandise volume, is the total value of merchandise sold through a company's online platform in a given time period. It includes the value of merchandise sold by both the first-party seller (i.e., the marketplace operator that sells its own products on that platform) and third-party sellers (i.e., sellers who do not own the marketplace but only use that platform to sell their products).

GMV is the most commonly used measure of marketplace size. It is important to know that the exact definition of GMV may vary from marketplace to marketplace. In general, GMV includes first- and third-party sales, as well as value-added tax (VAT). In some cases, GMV also includes returns, marketplace commissions, and service fees (such as shipping costs). Other metrics that are similar to GMV but have slightly different definitions include GTV (gross transaction volume), GOV (gross order volume), and NMV (net merchandise volume).