Customers reports

If your store is on the Shopify, Advanced Shopify, or Shopify Plus plan, then you have access to detailed reports about your customers. With the following reports, you can gain helpful insights about your customers, including their average order count, average order totals, and expected purchase value:

  • Customers over time
  • First-time vs returning customer sales
  • Customers by country
  • Returning customers
  • One-time customers

If you're on the Advanced Shopify or Shopify Plus plan, then you'll also have access to the following reports:

  • At-risk customers
  • Loyal customers

Because of the way that the customer reports are generated, they might not reflect all the activity on your store from the past 12 hours. However, when you open the First-time vs returning customer sales report report, the data is up to date, give or take a few seconds. You can reopen or refresh the report to show newer data.

The Customers reports are limited to 250,000 customers. If you need to access customer data for more than 250,000 customers, then you can set up and use Google Analytics. To learn more, go to Working with Google Analytics. However, you can export all your customers from the Customers page in your Shopify admin.

The data in customer reports is based on the entire order history of the new customers in the report, not only the orders that were placed during the selected timeframe. For example, if you view a report for November only, then a new customer from that month will still show as a repeat customer, even if they made their second purchase in December.

View your customer reports

To view your customer reports:

  1. In the Customers section, click the report that you want to see:

    Customers reports

Customers over time

The Customers over time report shows how many customers placed orders with your store:

Customers over time report

You can select a unit of time in the Group by dropdown menu to control how the data is grouped.

The report table shows two rows for each time unit when there are both types of customer: one for first-time customers, and one for returning customers. A first-time customer is a customer who placed their first order with your store. A returning customer is a customer who placed an order, and whose order history already includes at least one order.

For each time unit you can see the following data:

  • The number of new (first-time) customers who placed an order during that time. Such a group of customers is often called a new cohort of customers.
  • The number of returning customers who placed an order during that time.

First-time vs returning customer sales

The First-time vs returning customer sales report shows the value of orders placed by first-time and returning customers:

First-time vs returning customer sales report

You can click Group by to select the time unit that you want to view the total sales by in the graph: hour, day, week, month, quarter, year, hour of day, day of week, or month of year. The time unit specifies how the total sales are grouped.

The report table shows two rows for each time unit when there are both types of customer: one for first-time customers, and one for returning customers. A first-time customer is a customer who placed their first order with your store. A returning customer is a customer who placed an order, and whose order history already includes at least one order.

For each time unit you can see the following data:

  • the number of orders placed by each group of customers
  • the value of orders (total sales) placed by each group of customers.

Customers by country

The Customers by country report shows data for new customers organized by country. New customers are organized according to the country in their default address in your Shopify admin:

Customers by country report

For each region you'll see:

  • the number of new customers who placed their first order during the selected timeframe
  • the total number of orders that those customers have placed since their first order
  • the total value of orders that those customers have placed since their first order.

The Orders to date and Order value to date totals are based on the entire order history of the new customers in the report, not only the orders that were placed during the selected timeframe.

Returning customers

The Returning customers report shows data about all of your customers whose order history includes two or more orders:

Returning customers report

You can see the following details for each customer:

  • their name
  • their email address
  • whether or not they agreed to accept marketing when they placed their most recent order
  • the date of their first order
  • the date of their most recent order
  • the number of orders that they have placed
  • their average order value
  • the total value of all of their orders

One-time customers

The One-time customers report shows data about all of your customers whose order history includes only one order:

One-time customers report

You can see the following details for each customer:

  • their name
  • their email address
  • whether or not they agreed to accept marketing when they placed their most recent order
  • the date of their first order.
  • the number of orders that they have placed, which will be 1
  • the value of their order

At-risk customers

You have access to the At-risk customers report only if your store is on the Advanced Shopify or Shopify Plus plan.

The At-risk customers report shows data about all of your returning customers who are at risk:

At-risk customers report

A customer is at risk if they're estimated to have a medium probability of returning to place another order with your store, but they haven't placed an order in a while.

Shopify uses an RFM (recency, frequency, monetary value) model to determine if a customer is at risk. The model uses the following factors:

  • how recently a customer made a purchase
  • how often they purchase
  • how much they spend

By knowing which of your customers are at risk, you can tailor or target your marketing. For example, you can offer your at-risk customers a discount to encourage them to buy from you again.

In the report, you can see the following details for each customer:

  • their name
  • their email address
  • whether or not they agreed to accept marketing when they placed their most recent order
  • the date of their first order
  • the date of their most recent order.
  • the number of orders that they have placed
  • their average order value
  • the total value of all of their orders

Loyal customers

You have access to the Loyal customers report only if your store is on the Advanced Shopify or Shopify Plus plan.

The Loyal customers report shows data about all of your returning customers who are loyal:

Loyal customers report

A customer is loyal if they're estimated to have a high probability of returning to place another order with your store, and they've placed more orders than the average customer. This can be helpful in your marketing efforts. For example, marketing your high-margin products to your loyal customers might be an effective approach.

You can see the following details for each customer:

  • their name
  • their email address
  • whether or not they agreed to accept marketing when they placed their most recent order
  • the date of their first order
  • the date of their most recent order.
  • the number of orders that they have placed
  • their average order value
  • the total value of all of their orders

Customize the Customers reports

If your store is on the Advanced Shopify or Shopify Plus plan, then you can use the filtering and editing features to customize the reports about your customers.

The following is a sample of some of the filters and columns that are available, where applicable.

Filters for the Customers reports

Customer

  • Customer email: The email address associated with a customer.
  • Customer name: The first and last names of a customer.

Customer attributes

  • Accepts marketing: Whether or not customers agreed to accept marketing when they placed their most recent order.
  • Is one-time: Customers whose order history includes only 1 order.
  • Is returning: Customers whose order history includes more than 1 order.

Customer segment

  • Is at risk: Customers who are a repeat customer and estimated to have a medium probability of returning, but who have not placed an order in a while.
  • Is dormant: Customers who have a very low probability of returning to make another purchase.
  • Is loyal: Repeat customers who are estimated to have a high probability of returning, and have placed more orders than the average customer.
  • Is promising: Customers who are estimated to have a high probability of returning and becoming a loyal customer.

Location

  • City/Country/Region: The city, country, and region of customers, based on their default address in your Shopify admin.

Columns for the Customers reports

Customer

  • Customer email: The email address associated with a customer.
  • Customer name: The first and last names of a customer.
  • Customers: The total number of first-time and repeat customers who placed their an order during the selected timeframe.

Customer attributes

  • Accepts marketing: Whether or not customers agreed to accept marketing when they placed their most recent order.
  • Is one-time: Customers whose order history includes only 1 order.
  • Is returning: Customers whose order history includes more than 1 order.

Customer segment

  • Is at risk: Customers who are a repeat customer and estimated to have a medium probability of returning, but who have not placed an order in a while.
  • Is dormant: Customers who have a very low probability of returning to make another purchase.
  • Is loyal: Repeat customers who are estimated to have a high probability of returning, and have placed more orders than the average customer.
  • Is promising: Customers who are estimated to have a high probability of returning and becoming a loyal customer.

First order

  • First order day/month/week/year: The date of a customer's first order.

Last order

  • Last order day/month/week/year: The date of a customer's last order.

Location

  • City/Country/Region: The city, country, and region of customers, based on their default address in your Shopify admin.

Order

  • Average order value: The average value of customers' orders since their first order. It's calculated by dividing the total value of new customers' orders by the total number of new customers' orders. The total order value includes taxes and shipping, and is before refunds. The total number of orders does not include orders that consist only of gift cards.

Orders

  • Order value to date: The total value of new customers' orders since their first order.
  • Orders to date: The total number of new customers' orders since their first order.

Time

  • Day/Month/Week: The day, month, and week of the order.

Example customization: Target an email campaign towards returning customers

If you want to use an email campaign to encourage returning customers to make another purchase, then you could customize your Returning customers report so that it shows only the returning customers who agreed to accept marketing.

To create the report for this example:

  1. Under the Customers section, click Returning customers.

  2. From the Returning customers report, click Manage filters.

  3. Click Add filter.

  4. Select Accepts marketing, and then in Search, select Yes.

  5. Click Apply filters.

The report is now limited to returning customers who accept marketing.

You can then export the report to a CSV file, and you can use all the email addresses in the file for your email campaign.

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