Average Revenue per Customer Calculator
Frequency has more headroom than order value.
Revenue per customer
$168.00
2.58 orders at $65.03
Revenue per customer is order value times orders per customer, and the second term is the one with more headroom. Most brands work hard on order value and leave frequency alone, despite frequency compounding with retention.
How the Average Revenue per Customer Calculator works
Revenue per customer is order value times orders per customer, and the second term is the one with more headroom. Most brands work hard on order value and leave frequency alone, despite frequency compounding with retention.
Not financial advice. Marketplace fees change, and they vary by country, plan and seller status. Every rate here is an editable default, not a quoted price — check the platform's current fee schedule before you price a product against it. This is not tax or business advice.
Frequently asked questions
How do I calculate revenue per customer?
Revenue divided by unique customers over a period. Splitting it into order value times orders per customer shows which of the two is moving.
Why is frequency the better lever?
Because it compounds with retention — more frequent buyers stay longer, and longer-staying buyers buy more often. Order value improvements do not compound the same way.
How do I raise frequency?
Replenishment reminders timed to the natural cycle, subscription options, and a product range that gives an existing customer a reason to return.
Does this differ from ARPU?
ARPU usually covers all users including non-purchasers; revenue per customer covers only those who bought. Which you want depends on whether free users are part of the model.