Average refund amount per returning customer order.
Returning Customer Refund per Order = Returning Customer Refunds ÷ Returning Customer Order Count
| Metric | Definition |
|---|
| Returning Customer Refunds | Total refund amount for returning customers |
| Returning Customer Order Count | Total orders from returning customers |
| Metadata | |
|---|
| Type | Currency |
| Data Source | Shopify |
| Aggregation | Ratio |
Example
Your store processed 1,603 returning customer orders in February with $3,494 in refunds:
| Metric | Value |
|---|
| Returning Customer Refunds | $3,494 |
| Returning Customer Orders | 1,603 |
| RC Refund per Order | $2.18 |
How It Works
This metric divides total returning customer refunds by total returning customer orders—not just refunded orders. This gives you the average refund liability per repeat buyer transaction, helping you understand customer retention quality and whether loyal buyers maintain lower return rates than first-time purchasers.
When to Use
| Scenario | Action |
|---|
| Comparing NC vs RC behavior | Returning customers typically have lower refund rates than new customers |
| Evaluating product quality over time | Rising RC refunds may indicate quality degradation affecting loyal buyers |
| Measuring loyalty program impact | Track whether loyalty members have better post-purchase satisfaction |
| Forecasting retention costs | Factor into LTV calculations alongside repeat purchase rates |
| Metric | Relationship |
|---|
| Returning Customer Refunds | Numerator: total RC refund dollars |
| Returning Customer Refund % | Percentage of RC orders refunded |
| New Customer Refund per Order | Compare new vs returning customer refund behavior |
| Refund per Order | Overall refund per order across all customers |
