Average net revenue per order from returning customers, after discounts and refunds.
| Metric | Definition |
|---|
| Returning Customer Net Revenue | Revenue from repeat buyers after discounts and refunds |
| Returning Customers | Count of distinct customers with at least one prior purchase |
| Metadata | |
|---|
| Type | Currency |
| Data Source | Shopify |
| Aggregation | Average |
Example
Your store’s returning customers placed 1,200 orders in March with $111,000 in net revenue:
| Customer Segment | Net AOV | Orders | Net Revenue |
|---|
| Returning Customers | $92.50 | 1,200 | $111,000 |
| New Customers | $78.25 | 800 | $62,600 |
How It Works
Net AOV divides total net revenue by returning customer count. Net revenue excludes discounts and refunds, giving you the actual realized value per repeat purchase. This metric isolates the spending behavior of your existing customer base.
When to Use
| Scenario | Action |
|---|
| Measuring retention value | Compare RC Net AOV to NC Net AOV to quantify loyalty impact |
| LTV projections | Use as baseline for expected repeat purchase value |
| Promotion effectiveness | Check if loyalty discounts compress net AOV too much |
| Segment profitability | Pair with RC order count to calculate repeat revenue contribution |
| Metric | Relationship |
|---|
| Net AOV | All-customer average (blended NC + RC) |
| New Customer Net AOV | First-purchase comparison |
| Returning Customer Gross AOV | Before discounts and refunds |
| Returning Customer Net Revenue | Numerator for this calculation |
