Gross Transaction Value (GTV) is the total value of transactions within a specific time (e.g., on a digital platform). It is broader than GMV because it can also include non-ecommerce transactions such as online transfer payments, mobility, and travel. In ecommerce, GTV reflects checkout value before refunds, cancellations, fees, taxes, or subsidies.

Why Gross Transaction Value matters

• Early demand signal: GTV moves before revenue settles, helping you read campaign impact, seasonality, and category momentum.

• Decision bridge: Use a simple chain—GTV → NMV (after refunds/cancels) → Take Rate → Revenue—to explain results to leaders.

• Planning: Guide inventory, discount guardrails, and marketing spend using GTV trends by category and buyer cohort.

How to calculate Gross Transaction Value

Work at the order-line level. Multiply item price × quantity, sum across the period, and apply a documented policy so results stay consistent across months and countries.

Formula
GTV = Σ (item price × quantity) for all order lines in the period

Worked ecommerce example

• 12,000 orders in November

• Average order: 2 items × 250 THB

• Policy: include buyer-paid shipping (30 THB/order), exclude taxes

• GTV (items) = 12,000 × (250 × 2) = 6,000,000 THB

• GTV (shipping) = 12,000 × 30 = 360,000 THB

• Total GTV = 6,360,000 THB
  Bridge: refunds/cancels = 5% ⇒ NMV = 6,042,000 THB; take rate = 9% ⇒ Revenue = 543,780 THB.

Use cases in e commerce and beyond

In e commerce, Gross Transaction Value benchmarks demand across marketplaces such as Shopee Lazada and TikTok Shop. It helps category managers plan promotions and inventory, and helps finance connect demand to revenue through take rate bridges. Beyond retail, Gross Transaction Value also fits payments wallets mobility and travel where the metric can track total rides, total bookings, or total processed value. This broader scope is why many teams prefer the term Gross Transaction Value when they operate mixed business models.