Average product cost per returning customer order—compare to new customers to assess cost mix differences.
| Metric | Definition |
|---|
| Returning Customer COGS | Total product costs for repeat buyer orders |
| Returning Customer Orders | Number of orders from repeat buyers |
| Metadata | |
|---|
| Type | Currency |
| Data Source | Shopify, Upstack Costs |
| Aggregation | Ratio |
Example
Your store had $24,680 in returning customer COGS across 589 repeat orders:
| Segment | COGS | Orders | COGS/Order |
|---|
| Returning Customers | $24,680 | 589 | $41.90 |
| New Customers | $18,340 | 412 | $44.51 |
How It Works
Divides Returning Customer COGS by the count of returning customer orders. This metric reveals the average product cost burden for repeat transactions, helping you understand whether returning customers are buying higher or lower-cost products compared to new customers.
When to Use
| Scenario | Action |
|---|
| LTV modeling | Factor into repeat-order profit calculation |
| Product mix analysis | See if repeat buyers shift to different products |
| Retention strategy | Understand cost impact of loyalty programs |
| Segment comparison | Compare to NC COGS/Order for insights |
| Metric | Relationship |
|---|
| Returning Customer COGS | Total costs (numerator) |
| Returning Customer Orders | Order count (denominator) |
| COGS Per Order | All-customer average |
| New Customer COGS Per Order | First-time buyer average |
