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Average gross revenue per order for returning customers before discounts and refunds.

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Formula

Returning Customer Gross AOV = Returning Customer Gross Revenue ÷ Returning Customers

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Formula Components

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Example

Your store processed 847 returning customer orders this month with $101,640 in gross revenue:

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How It Works

Returning Customer Gross AOV divides total gross revenue from repeat buyers by the number of returning customers. Gross revenue includes the full order amount before discounts, returns, or refunds are applied. This metric typically exceeds new customer AOV as loyal customers tend to purchase more per order.

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When to Use

See all AOV metrics →