Returning Customer Shipping %: Revenue Composition Analysis

Returning Customer Shipping % measures shipping revenue as a proportion of total revenue from returning customers.

Formula

Returning Customer Shipping % = Returning Customer Shipping Revenue ÷ Returning Customer Total Revenue × 100

Formula Components

Metric	Definition
Returning Customer Shipping Revenue	Shipping fees collected from returning customer orders
Returning Customer Total Revenue	Total revenue from returning customer orders

Metadata
Type	Percentage
Data Source	Shopify
Aggregation	Ratio

Example

Your store’s returning customers generated $85,000 in total revenue with $4,250 in shipping fees.

Metric	Value
RC Shipping Revenue	$4,250
RC Total Revenue	$85,000
RC Shipping %	5.0%

How It Works

This metric calculates the percentage of returning customer revenue attributable to shipping fees. It divides shipping revenue from returning customers by their total revenue, then multiplies by 100 to express as a percentage.

When to Use

Scenario	Action
Comparing RC vs NC shipping composition	Determine if returning customers pay different shipping rates
Evaluating loyalty shipping perks	Measure impact of free/discounted shipping for repeat buyers
Revenue mix analysis	Understand how shipping contributes to returning customer revenue
Shipping policy optimization	Identify opportunities to adjust shipping thresholds for retention

Metric	Relationship
Returning Customer Shipping Revenue	Numerator of this percentage
Returning Customer Total Revenue	Denominator of this percentage
New Customer Shipping %	Comparable metric for new customers
Total Shipping Revenue	Overall shipping revenue

See all Adjustments metrics →

RC Shipping RC Shipping/Order

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​Formula

​Formula Components

​Example

​How It Works

​When to Use

​Related Metrics

Formula

Formula Components

Example

How It Works

When to Use

Related Metrics