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.

View your customer reports

To view your customer reports:

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

Customers over time

The Customers over time report shows how many new customers placed their first order with your store:

Customers over time report

For each month you can see:

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

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

You can click a month in the report to see the same data for each day in that month. If you then click a specific day, then you'll see the same data for just that day.

First-time vs returning customer sales

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

First time vs returning customers report

The report shows two rows for each month: 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 month, you can see:

  • the number of orders placed by each group of customers
  • the value of orders placed by by each group of customers.

You can click a month in the report to see the same data for each day in that month. If you then click a specific day, then you'll see the same data for just that day.

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.

You can click a country to see the data arranged by the cities in that country.

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.

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.

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 reports

If your store is on the Advanced Shopify or Shopify Plus plan, then you can use Shopify's advanced reporting features to customize the reports about your customers:

Customer filters, dimensions, and metrics

You can customize the customer reports by adding or removing filters, dimensions, and metrics:

Option name Filter, dimension, or metric Definition
Accepts marketing
  • Filter
  • Dimension
Whether or not customers agreed to accept marketing when they placed their most recent order.
At-risk
  • Filter
  • Dimension
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.
Average orders
  • Metric
The average number of orders that new customers have placed since their first order. It's calculated by dividing the total number of new customers' orders by the number of new customers.
Average order value
  • Metric
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.
City/region/country
  • Filter
  • Dimension
The city, region, or country of customers, based on their default address in your Shopify admin.
Customer email
  • Dimension
The email address associated with a customer.
Customer name
  • Dimension
The first and last names of a customer.
Customers
  • Metric
The total number of first-time and repeat customers who placed their an order during the selected timeframe.
Dormant
  • Filter
  • Dimension
Customers who have a very low probability of returning to make another purchase.
Expected 30 day value
  • Metric
The dollar amount that customers are predicted to spend in the next 30 days, based on their order history. The expected 30 day value is calculated by multiplying a customer's probability of returning to your store by their average order value.
First order day/week/month/year
  • Filter
  • Dimension
The date of a customer's first order.
Hour/day/month/year
  • Dimension
Organize report data by hour, day, month, or year.
Last order day/week/month/year
  • Filter
  • Dimension
The date of a customer's most recent order.
Loyal
  • Filter
  • Dimension
Repeat customers who are estimated to have a high probability of returning, and have placed more orders than the average customer.
One-time
  • Filter
  • Dimension
Customers whose order history includes only 1 order.
Orders to date
  • Metric
The total number of new customers' orders since their first order.
Order value to date
  • Metric
The total value of new customers' orders since their first order.
Promising
  • Filter
  • Dimension
Customers who are estimated to have a high probability of returning and becoming a loyal customer.
Returning
  • Filter
  • Dimension
Customers whose order history includes more than 1 order.

The data for dimensions and metrics 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.

Example scenario: 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 details of 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 Report filters:
    Returning customers report filter button
  3. Click Select a filter..., select Accepts marketing, and then click Yes:
    Returning customers accepts marketing filter
  4. To export the report, click Export:
    Returning customers report export button
  5. In the Export your report dialog, click Export:
    Export your report dialog

Your browser will download the report as a CSV file, and you can use all the email addresses in the file for your email campaign.

Want to discuss this page?

Visit the Shopify Community

Ready to start selling online with Shopify?

Try it free