> ## 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 %: Repeat Buyer Order Share

> Track the percentage of orders from repeat buyers. Learn the formula, see examples, and measure customer loyalty and retention strength.

<Tip>
  The percentage of total orders placed by customers who have purchased before.
</Tip>

## Formula

<Info>
  **Returning Customer %** = ( **RC Orders** ÷ [**Total Orders**](/reference/metrics/orders/counts/orders) ) × 100
</Info>

### Formula Components

| Metric                                                                               | Definition                                                  |
| ------------------------------------------------------------------------------------ | ----------------------------------------------------------- |
| **RC Orders**                                                                        | Orders placed by customers with at least one prior purchase |
| [**Total Orders**](/reference/metrics/orders/counts/orders)                          | Complete count of all orders in the period                  |
| [**customer\_type = returning\_customer**](/data-dictionary/measures-and-dimensions) | Filter applied to identify repeat buyers                    |

| Metadata        |                             |
| --------------- | --------------------------- |
| **Type**        | Percentage                  |
| **Data Source** | [Shopify](/sources/shopify) |
| **Aggregation** | Ratio                       |

***

## Example

Your store processed **2,450 orders** in March with **1,470 from returning customers**:

| Customer Type       | Orders | Share   |
| ------------------- | ------ | ------- |
| Returning Customers | 1,470  | **60%** |
| New Customers       | 980    | 40%     |

***

## How It Works

Shopify tracks whether each customer has previous orders. Returning Customer % divides orders from customers with at least one prior purchase by total orders. A high rate signals strong customer loyalty and retention.

***

## When to Use

| Scenario                           | Action                                                      |
| ---------------------------------- | ----------------------------------------------------------- |
| Measuring retention success        | Higher % indicates loyal customers placing repeat orders    |
| Evaluating LTV potential           | Strong repeat rates suggest healthy customer lifetime value |
| Seasonal trend analysis            | Compare % across periods to spot retention changes          |
| Balancing acquisition vs retention | Use alongside New Customer % for complete picture           |

***

## Related Metrics

| Metric                                                                                                 | Relationship                              |
| ------------------------------------------------------------------------------------------------------ | ----------------------------------------- |
| [New Customer %](/reference/metrics/orders/customers/new-customer-percent)                             | The inverse (100% − Returning Customer %) |
| [Orders](/reference/metrics/orders/counts/orders)                                                      | Total orders (the denominator)            |
| [Returning Customers](/reference/metrics/orders/customers/returning-customers)                         | Distinct repeat buyers                    |
| [Returning Customer Gross Revenue](/reference/metrics/orders/revenue/returning-customer-gross-revenue) | Revenue from repeat buyers                |

[See all Customers metrics →](/reference/metrics/orders/customers)