The share of returning customer orders that resulted in a refund.
Returning Customer Refund % = Returning Customer Refund Count ÷ Returning Customer Order Count × 100
| Metric | Definition |
|---|
| Returning Customer Refund Count | Number of returning customer orders with refunds |
| Returning Customer Order Count | Total returning customer orders |
| Metadata | |
|---|
| Type | Percentage |
| Data Source | Shopify |
| Aggregation | Ratio |
Example
Your store processed 1,850 returning customer orders in Q1, with 148 resulting in refunds (8.0%):
| Month | RC Orders | RC Refunds | RC Refund % |
|---|
| January | 580 | 41 | 7.1% |
| February | 620 | 50 | 8.1% |
| March | 650 | 57 | 8.8% |
How It Works
Divides refunded returning customer orders by total returning customer orders. A returning customer is anyone who previously completed an order. Refunds are attributed to the original order date and include both full and partial refunds.
When to Use
| Scenario | Action |
|---|
| Comparing customer segments | Higher RC refund rate may signal product quality issues for repeat buyers |
| Identifying retention risks | Rising refund rates among repeat buyers can predict churn |
| Product category analysis | Segment by product to find categories with higher repeat-buyer returns |
| Benchmarking against new customers | Compare to NC Refund % to understand segment behavior |
| Metric | Relationship |
|---|
| Refund % | Overall refund rate across all customers |
| New Customer Refund % | Compare acquisition vs retention refund behavior |
| Returning Customer Refunds | Dollar amount refunded to returning customers |
| Returning Customer Refund Count | Numerator in this formula |
