Customers
Cohort Analysis & Customer Segments
Total Customers Shopify
443
Active Subscribers Computed
52
Overall Repeat Rate Computed
38%
Blended Churn Computed
14.5%
Cohort Retention Curves Computed
Retention by month since first purchase — Nov/Dec cohorts (full welcome flow) vs Jan+ (broken flow)
Monthly Churn by Cohort Computed
January 2026 cohort churn spiked to 22% after welcome flow was reduced
Customer Segments Computed
Key behavioral segments identified across 443 customers
Key Finding
Silent Two-Time Buyers
127
28.7% of total customers
Exactly 2 purchases, 45+ days since last order. The 3rd purchase drives 4.2x LTV.
Avg Total Spend
$104.80
3rd Purchase LTV Multiplier
4.2x
VIP Subscribers
31
7.0% of total customers
3+ months continuous active subscription. Core loyal base.
Avg Monthly Spend
$18.40
Avg Total Spend
$224.80
One-and-Done Buyers
189
42.7% of total customers
Single purchase, never returned. 43% of all customers.
Avg Order Value
$48.60
Avg Days Since Purchase
84 days
Lapsed Subscribers
47
10.6% of total customers
Started a subscription then cancelled. Avg tenure: 1.8 months.
Avg Total Spend
$112.40
Avg Subscription Duration
1.8 mo
High-AOV Repeaters
18
4.1% of total customers
3+ orders, avg order value above $80. Best customers.
Avg LTV
$318.60
Avg Orders
4.8