> ## Documentation Index
> Fetch the complete documentation index at: https://docs.upstackdata.com/llms.txt
> Use this file to discover all available pages before exploring further.

# Returning Customer Total AOV: Repeat Buyer Average Order Value

> Track average order value for returning customers including shipping and taxes. Compare against new customers to measure loyalty-driven basket growth.

<Tip>
  The average total transaction value for returning buyers, including shipping and taxes.
</Tip>

## Formula

<Info>
  **Returning Customer Total AOV** = [**Returning Customer Total Revenue**](/reference/metrics/orders/revenue/returning-customer-total-revenue) ÷ [**Returning Customers**](/reference/metrics/orders/customers/returning-customers)
</Info>

### Formula Components

| Metric                                                                                                     | Definition                                                         |
| ---------------------------------------------------------------------------------------------------------- | ------------------------------------------------------------------ |
| [**Returning Customer Total Revenue**](/reference/metrics/orders/revenue/returning-customer-total-revenue) | Sum of all revenue from repeat buyers including shipping and taxes |
| [**Returning Customers**](/reference/metrics/orders/customers/returning-customers)                         | Count of distinct customers with at least one prior purchase       |

| Metadata        |                             |
| --------------- | --------------------------- |
| **Type**        | Currency                    |
| **Data Source** | [Shopify](/sources/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](/reference/metrics/orders/customers/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](/reference/metrics/orders/aov/new-customer-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                                                                                |

***

## Related Metrics

| Metric                                                                                                 | Relationship                                   |
| ------------------------------------------------------------------------------------------------------ | ---------------------------------------------- |
| [Total AOV](/reference/metrics/orders/aov/total-aov)                                                   | All customers combined (NC + RC)               |
| [New Customer Total AOV](/reference/metrics/orders/aov/new-customer-total-aov)                         | The acquisition counterpart to compare against |
| [Returning Customer Total Revenue](/reference/metrics/orders/revenue/returning-customer-total-revenue) | The numerator of this metric                   |
| [Returning Customer Net AOV](/reference/metrics/orders/aov/returning-customer-net-aov)                 | Same segment, after discounts and refunds      |

[See all AOV metrics →](/reference/metrics/orders/aov)