Glossary/Retail Media & Commerce/Gross Merchandise Value (GMV)
Retail Media & Commerce
Gross Merchandise Value (GMV)
The total value of goods sold through a platform or marketplace over a period, before fees, returns, discounts, and costs.
By Brandon Mina·CEO, BrandPilot AI·Updated November 2026
Short answer
Gross merchandise value (GMV) is the total value of goods sold through a platform or marketplace over a given period, before deducting fees, returns, discounts, and costs. It measures transaction volume and scale rather than revenue or profit. Marketplaces and ecommerce companies commonly report it as a growth indicator.