The average total transaction value for returning buyers, including shipping and taxes.
| Metric | Definition |
|---|
| Returning Customer Total Revenue | Sum of all revenue from repeat buyers including shipping and taxes |
| Returning Customers | Count of distinct customers with at least one prior purchase |
| Metadata | |
|---|
| Type | Currency |
| Data Source | Shopify |
| Aggregation | Average |
Example
Your store had 837 returning customers in March with $112,450 in total revenue:
| Metric | Value |
|---|
| RC Total Revenue | $112,450 |
| Returning Customers | 837 |
| RC Total AOV | $134.35 |
How It Works
Returning Customer Total AOV divides your repeat buyer revenue (including shipping and taxes) by the number of returning customers. Shopify determines returning status when a customer’s email matches a previous order.
When to Use
| Scenario | Action |
|---|
| Measure loyalty impact | Compare RC Total AOV against NC Total AOV — returning customers typically spend 15-25% more |
| Evaluate retention programs | Track whether loyalty rewards or subscriptions increase basket size |
| Calculate retention value | Combine with purchase frequency to estimate repeat buyer contribution |
| Optimize upsell strategies | Target returning customers with higher-value product recommendations |
| Metric | Relationship |
|---|
| Total AOV | All customers combined (NC + RC) |
| New Customer Total AOV | The acquisition counterpart to compare against |
| Returning Customer Total Revenue | The numerator of this metric |
| Returning Customer Net AOV | Same segment, after discounts and refunds |
