Reports
Customer Insights Report
The Customer Insights report helps you understand who your customers are, how your customer base is growing, and which customers are your most valuable. Use it to identify loyal buyers, understand customer segments, and make informed decisions about retention and acquisition strategies.
Accessing the report
- Go to Reports in your admin portal
- Click Customers → Customer Insights
- Select a date range (defaults to last 30 days)
- Apply any additional filters
- Click Apply to generate the report
Summary metrics
Total Customers The total number of customers in your store (not limited to the selected date range).
New Customers The number of customers who placed their first order within the selected period.
Repeat Customers The number of customers who placed more than one order within the selected period.
Average Lifetime Value The average total amount spent across all orders per customer, calculated across your entire customer base.
New customers over time
A time-series chart showing how many new customers you acquired each day (or week/month, depending on the date range). Use this to:
- Measure the effect of marketing campaigns on customer acquisition
- Identify seasonal patterns in new customer growth
- Track whether your acquisition rate is improving over time
Top customers
A table showing your highest-value customers during the selected period, sorted by total spend:
Name The customer's full name.
Email The customer's email address.
Order count How many orders this customer placed in the selected period.
Total spend The total amount this customer spent across all their orders.
Average order value This customer's average spend per order.
Last order date When this customer most recently placed an order. Use this to identify high-value customers who may be at risk of lapsing.
Customer tags Any tags assigned to this customer, useful for segmenting your audience.
Wallet balance The customer's current store credit balance.
Customer segments
A breakdown of your customers by tag, showing the value of each segment:
Tag name The customer tag used to define this segment (e.g. "VIP", "Wholesale", "Local").
Customer count How many customers have this tag.
Total spend The combined spend of all customers in this segment.
Average spend per customer The typical lifetime value of customers in this segment.
Average order value The typical order size for customers in this segment.
Use this to compare the value of different customer groups and decide where to focus retention or upsell efforts.
Filters
Date range
Choose from a preset period or set a custom range. Available presets include: Today, Yesterday, Last 7 days, Last 30 days, This week, Last week, This month (excl. today), Last month, Last 3 months, Last 6 months, Last year, Year to date, Same month to same day last year, Same month last year.
Customer tags
Multi-select filter to include only customers with specific tags. Use this to focus on a particular segment.
Has orders
- All — include all customers
- With orders — only customers who have placed at least one order
- Without orders — customers who have registered but never ordered (useful for identifying lost opportunities)
Country
Filter customers by their registered country.
Tip
Combine the "Customer tags" filter with "Has orders: With orders" to analyse the purchasing behaviour of a specific segment, such as your VIP or wholesale customers.
Exporting data
The report supports two separate exports:
Top Customers export Downloads the full top customers table, not limited to the displayed rows.
Customer Segments export Downloads the complete segments breakdown.
To export:
- Apply your filters
- Click Export CSV or Export Excel next to the section you want to export
- Save the file to your computer
Using insights
Identify at-risk high-value customers
If a top customer's "Last order date" is significantly older than their previous order frequency would suggest, they may be at risk of lapsing. Reach out proactively with a personalised offer or check-in.
Grow your most valuable segments
If your "Wholesale" or "VIP" segment has a significantly higher average spend per customer than other segments, consider what you can do to grow that segment — whether through recruitment, targeted promotions, or better service for existing members.
Measure acquisition campaign effectiveness
Compare the "New Customers" metric before and after a marketing campaign to measure how many new customers it generated. Combine with the Sales Revenue report to calculate the revenue impact.
Next steps
- View wallet balances to see how much store credit your customers hold
- Manage customer accounts to view and update individual customer records
- Review coupon performance to see how discounts affect customer behaviour