Net revenue from returning customers after discounts and refunds—key input for repeat-purchase profitability.
Returning Customer Net Revenue = RC Gross Revenue − RC Discounts − RC Refunds
| Metric | Definition |
|---|
| RC Gross Revenue | Product revenue from returning customers before discounts and refunds |
| RC Discounts | Total discount amount applied to returning customer orders |
| RC Refunds | Total refund amount issued on returning customer orders |
| Metadata | |
|---|
| Type | Currency |
| Data Source | Shopify |
| Aggregation | Sum |
Example
Your returning customers generated $89,640 in net revenue this month:
| Component | Amount | Impact |
|---|
| RC Gross Revenue | $102,800 | Starting point |
| RC Discounts | −$9,240 | 9.0% discount rate |
| RC Refunds | −$3,920 | 3.8% refund rate |
| RC Net Revenue | $89,640 | Final collections |
How It Works
Returning Customer Net Revenue starts with gross product revenue from customers who have placed at least one prior order, then subtracts all discounts and refunds for those orders. Shopify identifies returning customers by email address match against previous orders.
When to Use
| Scenario | Action |
|---|
| Retention profitability | Use as the revenue baseline for returning customer margin calculations |
| Compare customer segments | Measure whether returning customers use more discounts than new |
| Track refund patterns | Monitor if repeat buyers have different refund rates |
| LTV analysis | Factor into customer lifetime value calculations |
| Metric | Relationship |
|---|
| Net Revenue | All customers combined (NC + RC Net Revenue) |
| New Customer Net Revenue | The acquisition counterpart to this metric |
| Returning Customer Total Revenue | Same segment, includes shipping and taxes |
| Returning Customer Gross Revenue | Same segment, before discounts and refunds |
