Average Orders Per Customer: Purchase Frequency

The average number of orders placed per unique customer in the selected period.

Formula

Avg Orders Per Customer = Orders ÷ Unique Customers

Formula Components

Metric	Definition
Orders	Total number of orders placed in the period
Unique Customers	Distinct customers who placed at least one order

Metadata
Type	Number
Data Source	Shopify
Aggregation	Ratio

Example

Your store had 1.42 average orders per customer in Q1:

Month	Orders	Unique Customers	Avg Orders/Customer
January	1,247	892	1.40
February	1,156	798	1.45
March	1,324	934	1.42

How It Works

This metric divides total orders by unique customers to reveal purchase frequency. A value of 1.0 means every customer ordered exactly once. Values above 1.0 indicate repeat purchases—the higher the number, the more frequently customers return to buy.

When to Use

Scenario	Action
Measuring loyalty	Track purchase frequency trends over time
Evaluating retention programs	Compare before/after launching loyalty initiatives
Benchmarking cohorts	See which acquisition channels drive repeat buyers
Identifying seasonality	Monitor if holidays or promotions boost repeat orders

Metric	Relationship
Unique Customers	Denominator—total distinct buyers
Orders	Numerator—total order count
New Customer %	Shows mix of first-time vs repeat
Returning Customer %	Direct indicator of repeat behavior

See all Customers metrics →

RC Gross Rate Adjustments

⌘I

​Formula

​Formula Components

​Example

​How It Works

​When to Use

​Related Metrics

Formula

Formula Components

Example

How It Works

When to Use

Related Metrics