Returning Customer Net AOV: Repeat Buyer Actual Revenue

Average net revenue per order from returning customers, after discounts and refunds.

Formula

Returning Customer Net AOV = Returning Customer Net Revenue ÷ Returning Customers

Formula Components

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

Returning customers spend 18% more per order than new customers.

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

See all AOV metrics →

RC Gross AOV Customers

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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