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

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Formula

Returning Customer Net AOV = Returning Customer Net Revenue ÷ Returning Customer Orders

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Formula Components

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Example

Your store’s returning customers placed 1,200 orders in March with $111,000 in net revenue: Returning customers spend 18% more per order than new customers.

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How It Works

Returning Customer Net AOV divides repeat-buyer net revenue by the number of returning customer orders. A customer who orders twice in the period counts twice. 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.

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When to Use

See all AOV metrics →