Sales by Customer Report for Shopify
The Sales by Customer Report provides Shopify merchants with valuable insights into customer purchasing behavior. This report breaks down sales by individual customers, highlighting the most valuable and active customers.
5 from 1,800+ merchants
2,000+ data fields
Trusted by 40,000+ Shopify stores
Updated June 2026
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Why this report matters
In most stores a small share of customers drives the majority of revenue, yet they sit invisible inside the order list. Without a per-customer view you treat a first-time buyer and a 12-order regular the same way — and lose both.
Shopify’s native Sales by customer name report helps, but the richer customer reports and the ability to save them are gated to higher plans, and nothing schedules itself. Retention work stalls on a missing export.
Ranking customers by spend, orders, and AOV turns a flat list into a targeting tool: who to thank, who to win back, and who to build a lookalike audience from. Since retaining an existing customer costs far less than acquiring a new one, this is one of the cheapest revenue levers you have.
What’s included
Customer name & email
Who the customer is and the email used to reach them.
Heads up: Guest checkouts and customers who decline marketing consent may appear without full contact detail — respect consent before any outreach.
Location / tags
Customer location and any tags (VIP, wholesale, subscriber) for segmenting.
Value
Total spend
Lifetime or period net sales attributed to the customer.
Formula: Total spend = Σ net sales of the customer’s orders
Orders
Number of orders the customer has placed in the window.
Average order value
Average basket for the customer.
Formula: AOV = Total spend ÷ Orders
Example: $960 over 8 orders = $120 AOV — a high-value regular.
Units
Total items purchased, useful for spotting bulk or wholesale buyers.
Recency
First & last order date
When the relationship started and when it last moved — the basis for win-back.
Example: Last order 5 months ago on a customer who used to buy monthly — a churn signal.
Returning vs new
Whether the customer has ordered more than once in the window.
Heads up: A high count of one-and-done customers points to a retention problem, not an acquisition win.
Who uses this report
Retention marketer
CX / VIP manager
Growth
Owner
How to read the report
- Rank by spend, then read recency. A high-spend customer who hasn’t ordered in months is your highest-value win-back, not a loss.
- Watch the one-and-done share. Lots of single-order customers means acquisition works but retention doesn’t — a different fix entirely.
- Use AOV to tier, not just spend. Two customers at the same total spend behave differently if one buys big and rarely, the other small and often.
- Mind consent before outreach. The report can surface contacts, but marketing consent governs who you can actually email.
How to build the report in Report Pundit
- Open Report Pundit in your Shopify admin and choose Create Report (or the pre-built “Sales by Customer” template).
- Set the data source to Sales / Orders grouped by Customer.
- Add columns: Customer name, Email, Location, Tags, Orders, Units, Total spend.
- Add a calculated AOV column (total spend ÷ orders).
- Add First order date and Last order date for recency.
- Set your date range (or run lifetime), and sort by Total spend descending.
- Optional: add a filter for last order older than N days to build a win-back list.
- Run, confirm a known customer’s totals, and Save.
- Schedule a monthly send to marketing, or export a segment to Google Sheets for your email tool.
Sample report
Customization & filters
- Filter by tag (VIP, wholesale, subscriber) or location.
- Build a win-back segment by last-order date.
- Switch between period and lifetime spend.
- Add product or category affinity columns for personalization.
- Export a top-customer segment straight to a marketing tool via Google Sheets.
Automate & export
- Schedules — hourly, daily, weekly, monthly, or custom cron
- Delivery formats — Excel, CSV, PDF, or push to Google Sheets in real time
- Group by month or week — trends instead of a static snapshot
- Destinations — email (multiple recipients), Google Sheets, Google Drive, FTP/SFTP, Looker Studio, BigQuery
- Conditional alerts — get notified only if a channel's net sales drop more than X% week-over-week
Report Pundit vs Shopify's native Sales by Channel report
Frequently Asked Questions
Yes. Run the report over a lifetime window and sort by total spend to surface your most valuable customers, or use a period window for recent value.
Filter for customers whose last order is older than a chosen number of days but whose past spend is high — that’s your highest-value re-engagement segment.
Guest and no-consent customers may appear with limited contact detail. Always honour marketing consent before reaching out.
Benefits
Effective Marketing Campaigns
Personalized Engagement
Stocking Decisions
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