Active customers

Assess e-commerce health with Active customers. Measure purchases within a timeframe to gauge market penetration, loyalty, and campaign effectiveness.

Active customers are the users who have engaged in a procurement process and completed a purchase from an online store within a certain time frame. Measuring the number of active customers is essential to assess the health of an e-commerce business, identify trends, and drive strategies to foster growth. An active customer portfolio reflects market penetration, customer loyalty, and the effectiveness of promotional campaigns.


Active Customers = Total Number of Unique Customers that Completed a Purchase within a Given Period


Suppose you have an online store, and over a month, you registered 500 unique customers who made at least one purchase. In this case, the number of active customers for that month would be 500.

Why is Active customers important?

  • Indicate the success of marketing and promotional efforts for attracting and retaining customers.
  • Serve as a key performance indicator, assessing the effectiveness of strategies employed to enhance user experience.
  • Provide insights for better forecasting, as well as tailoring products and services to cater to customer preferences.
  • Reflect growth in customer loyalty and brand reputation.
  • Help identify patterns in customer behavior for improved targeting and personalization.

Which factors impact Active customers?

  • Market trends and consumer preferences.
  • Seasonal purchasing habits.
  • Economic environment and purchasing power.
  • Competitor marketing and promotions.
  • Product quality and pricing.
  • Customer support levels.
  • Website effectiveness and ease of use.
  • Credibility and trustworthiness of the e-commerce platform.

How can Active customers be improved?

  • Enhance customer experience through improved website navigation, personalized recommendations, and superior customer support.
  • Implement promotional campaigns such as discounts, referral programs, loyalty rewards, and targeted offers.
  • Leverage social media and email marketing for increased discoverability and engagement.
  • Optimize product descriptions, images, and reviews for better conversions.
  • Regularly analyze consumer behavior patterns and demands, adjusting offerings and strategies accordingly.

What is Active customers's relationship with other metrics?

  • Conversion Rates: The percentage of visitors who become active customers, reflecting the efficiency of the marketing and sales funnel.
  • Customer Lifetime Value (LTV): Assessing the total value a customer brings over their lifetime, active customers help determine the LTV, guiding promotional strategies.
  • Customer Retention Rate: The proportion of customers who continue purchasing over time, an increase in active customers enhances retention rates.
  • Average Order Value (AOV): Active customers directly affect the income generated through AOV, an essential metric for projecting revenue and growth.

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