Total contribution margin from returning customer orders only—net revenue minus all variable costs for repeat buyers.
| Metric | Definition |
|---|
| Returning Customer Net Revenue | Net revenue from repeat buyers after discounts and refunds |
| Returning Customer Total Cost | Sum of all variable costs for returning customer orders (COGS, fulfillment, transaction, marketing) |
| customer_type = returning_customer | Filters to orders from customers who have purchased before |
| Metadata | |
|---|
| Type | Currency |
| Data Source | Shopify, Upstack Costs |
| Aggregation | Sum |
Example
Your store generated $62,800 in returning customer contribution margin in Q1:
| Month | RC Net Revenue | RC Total Cost | RC Contribution Margin |
|---|
| January | $78,200 | $52,340 | $25,860 |
| February | $84,500 | $57,260 | $27,240 |
| March | $91,300 | $81,600 | $9,700 |
How It Works
Returning Customer Contribution Margin isolates profitability from repeat buyer orders. It takes net revenue from returning customers (after discounts and refunds) and subtracts all variable costs—COGS, fulfillment, transaction fees, and marketing. The result shows true profit generated by repeat customers before fixed costs.
When to Use
| Scenario | Action |
|---|
| Evaluate retention profitability | Compare RC contribution margin to retention spend for true retention ROI |
| Set retention budgets | Use RC contribution margin trends to determine sustainable loyalty spend |
| Compare customer segments | Benchmark returning vs. new customer profitability |
| Forecast unit economics | Project profitability based on expected returning customer volume |
| Metric | Relationship |
|---|
| Returning Customer Net Revenue | Revenue component before cost deductions |
| Contribution Margin | All customers combined |
| New Customer Contribution Margin | First-time buyer comparison |
| Returning Customer Contribution Margin % | Same metric as a percentage of RC Net Revenue |
