eCommerce KPI Examples | New vs Returning Customers

Returning Customers

Track the total number of customers that keep coming back to your online store.

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Formula

(Repeat online customers/Total number of online customers)x100

Services

Shopify Dashboard | Shopify logo WooCommerce Dashboard | WooCommerce logo

Role

C-Level, VP / Director

Overview

How effective is your online store at drawing your customers back time and time again? The Returning Customers metric helps you track the percentage of your total visits are from repeat customers.

Formula

(Repeat online customers/Total number of online customers)x100

Reporting frequency

Monthly, Quarterly

Example of KPI target

65% returning customers

Audience

Store Owner, Online Sales Manager, Marketing Manager

Variations

Percentage of returning customers on site