# Annual recurring revenue

(ARR) Annual recurring revenue is a measure of long-term revenue predictability that captures the value of repeat customers.

Annual Recurring Revenue (ARR) is a financial metric used in ecommerce accounting that tracks the estimated revenue from customers on a yearly basis. ARR is calculated by taking the average revenue per user/account multiplied by the number of recurring customers over any given period of time. It gives companies a way to measure their long-term revenue stability since it only accounts for customers with ongoing, repeat business.

## Formula

Annual Revenue = Average Order Value (AOV) x Number of Orders per Year

## Example

Let's consider an ecommerce store that sells clothing online.For this example:The Average Order Value (AOV), which represents the average amount spent per order, is \$50.The Number of Orders per Year is 1,000.To calculate the Annual Revenue:Annual Revenue = \$50 (AOV) x 1,000 (Number of Orders per Year) = \$50,000In this example, the Annual Revenue for the ecommerce store is \$50,000. This represents the total revenue generated by the store over the course of a year, considering the average order value and the number of orders placed.

## Why is ARR important?

ARR provides a glimpse into the financial future of an ecommerce business by measuring the potential revenue that will be generated from existing customers over a 12-month period. This metric helps to gauge the stability and scalability of a business and provides important insights into customer growth and customer satisfaction.

## Which factors impact ARR?

Factors that influence ARR include customer acquisition and retention, customer segmentation, marketing and advertising, product features, pricing, customer service, competition, and other industry trends.

## How can ARR be improved?

ARR can be improved by increasing the number of customers, encouraging customers to renew or upgrade their subscriptions, and by decreasing customer churn.

## What is ARR's relationship with other metrics?

ARR is closely related to metrics such as Average Revenue Per User (ARPU), Customer Acquisition Cost (CAC), Customer Lifetime Value (CLV), and Gross Profit Margin (GPM). ARR measures the total revenue generated from customers while other metrics measure different aspects like cost and return on investment.