The first order is only the beginning.
See who comes back, what they buy next, and which customers become more valuable over time. Turn your Shopify order history into a clearer plan for the next purchase.
Retention and customer lists on every plan. Cohorts on Advanced and above.
A repeat purchase rate, the revenue each extra point could represent, and the next orders behind it. Estimates use your current buying patterns.
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01 / The next purchase
Follow the first order.
See where it leads.
Some products become a habit. Others open the door to the rest of your catalogue. The retention flow shows what customers actually did after starting with a particular product.
Choose an entry product and follow the branches: the same product again, something different, several products, or no second order.
Each customer appears once, in one outcome. Add-ons in the original basket do not count as a return visit.
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- 01
Find a repeat purchase
See which first products bring people back for more of the same.
- 02
Find the next product
Use observed purchase paths to inform cross-sell ideas and follow-up messaging.
- 03
Size the opportunity
Estimate what a higher repeat rate could be worth before choosing where to focus.
02 / Value over time
A better customer
takes time to reveal.
Cohorts follows each month's new customers as they age. Read across to see revenue accumulate. Read down to compare different groups at the same point in their relationship with your brand.
For paid channels, switch between revenue per customer and the share of acquisition cost recovered. For channels without ad spend, follow revenue per customer.
Recent cohorts have shorter rows because they have not reached later ages yet. A blank is time you have not observed, not zero customer value.
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Judge acquisition beyond the first checkout.
Explore customer groups by acquisition channel, country, US state, first product or first-order value. Compare their 30-, 60-, 90- and 180-day revenue and repeat behaviour.
CAC recovery compares revenue with acquisition spend. Reaching 100% is not the same as profitability: product and fulfilment costs still matter. Cohorts is available on Advanced and above.
03 / The people behind it
From a pattern
to a person.
Move from the store-wide view to individual customers. Search, sort by spend or last order, and open a customer's profile to see their orders and the visits that led to them.
The Whales filter brings your top 20% of spenders into view, with the actual lifetime-spend threshold shown alongside it.
The Whales threshold is based on paying customers. Search and sort still work within the filtered list. Names and contact details shown are demo data.
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A different conversation
at every stage.
Lifecycle counts show how recently people ordered. Adjust the day thresholds to your product's natural buying cycle, then use last-order sorting and days since order to find the customers you want to understand.
- Up to 30 days
New
Welcome them. Help them get more from the first purchase.
- 31–60 days
Due Reorder
Consider a replenishment reminder while the product is still familiar.
- 61–90 days
Lapsed
Understand the gap before deciding on a win-back offer.
- More than 90 days
Lost
Treat reactivation as a different job from everyday retention.
These are default ranges since the last order. A longer buying cycle needs longer thresholds; a stage is a useful prompt, not proof that a customer has left.
04 / Good to know
Read the whole picture.
Clear definitions make the numbers useful. Here's what sits behind the views.
Compare plansHow is the repeat purchase rate measured?
Choose 90 days, 180 days or 12 months. Each customer gets the same window from their own first order. Newer customers are excluded until they have had a full window to come back; guest orders without a customer record cannot be linked to a returner.
Is the retention opportunity a forecast?
It is a sizing estimate using your current repeat-order value and buying behaviour. It shows what an improvement could represent, not an expected uplift or a target your store is guaranteed to reach.
Which views are included in my plan?
Retention, customer lists and lifecycle stages are available on every plan. Cohorts and the Offer Calculator are available on Advanced and above. Use the calculator to explore the economics of a retention offer before putting it into practice.
Explore profit and offer planningBuild around the customers who come back.
Connect Shopify to understand your repeat purchases, then follow the products and customer relationships behind them.
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