Know who buys — and who comes back
New vs returning customer breakdown, repeat purchase rate, and lifetime value basics. Understand the customers driving your profit.
New vs Returning
Every order is tagged with customer type based on Shopify's order history. New customers have zero prior orders; returning customers have at least one.
% of customers who ordered more than once
Higher is better — retention drives profit
63% of total revenue
37% of total, but higher AOV
Why this matters for profit
Returning customers cost less
No acquisition cost on repeat purchases. Every return visit improves your blended POAS.
Higher AOV from returners
Returning customers typically spend 20-40% more per order. They already trust your brand.
Discount strategy insights
New customer discounts (WELCOME10) make sense. Giving the same discount to returning customers may just erode margin.
LTV thinking
A customer who orders 3 times at $100 each is worth more than a customer who orders once at $250 — even if the first-order margin is lower.
Stop guessing.
Start knowing.
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