Gross Merchandise Volume

Gross merchandize volume (GMV) is the total sales dollar value for goods sold or services purchased through the marketplace over a certain time. [1] [2] [3] [4]

While Gross Merchandise Value can be useful for a company in terms of understanding how many items are being sold and the amount of revenue being generated from them, it ultimately provides unrefined data that doesn’t really express the true value of the goods being sold or business profitability. This is because the costs and expenses associated with the production, manufacturing, and advertising for the items are not factored in. [5]


[1] Marketplace KPI Dashboard,

[2] Chrisman, J.J., Bauerschmidt, A., and Hofer, C.W. 2018. The Determinants of New Venture Performance: An Extended Model. Entrepreneurship Theory and Practice.

[3] Sapienza, H.J., Smith, K.G., and Gannon, M.J. 2017. Using Subjective Evaluations of Organizational Performance in Small Business Research. American Journal of Small Business.

[4] Gross Merchandise Value (GMV): Definition, Formula, Examples | Yieldify. Retrieved May 21, 2021, from

[5] Corporate Finance Institute. Retrieved May 21, 2021, from

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