Ecommerce Customer Lifetime Value Calculator
Estimate what a customer is worth to your store over their lifetime, in revenue and gross profit, from order value, frequency and margin.
- Free
- No sign-up to try
- Works as you type
Ecommerce customer lifetime value
Revenue per customer per year
$156.00
Lifetime revenue
$468.00
Lifetime gross profit (CLV)
$210.60
CLV : CAC
5.3x
- Revenue per year = average order value × orders per year.
- Lifetime revenue = revenue per year × years a customer keeps buying.
- CLV = lifetime revenue × gross margin.
- CLV : CAC = CLV ÷ cost to acquire a customer.
Free, no sign-up to try. Save it as a live calculator you can share; an estimate from the numbers you enter, not financial advice. Check the result against your own records before you rely on it.
How it works
How the Ecommerce Customer Lifetime Value Calculator works
- 1
Enter your numbers
Every result updates as you type, with the formula shown under it.
- 2
Check the method
See how each number is worked out and what it assumes.
- 3
Save it as a Room
Share a live calculator: others can change the numbers and see the result update.
Worked example
What it makes
Example inputs
- Average order value
- $65
- Orders per customer per year
- 2.4
- Years a customer keeps buying
- 3
- Gross margin
- 45 %
- Cost to acquire a customer
- $40
Results
- Revenue per customer per year
- $156.00
- Lifetime revenue
- $468.00
- Lifetime gross profit (CLV)
- $210.60
- CLV : CAC
- 5.3x
How it's calculated
- Revenue per year = average order value × orders per year.
- Lifetime revenue = revenue per year × years a customer keeps buying.
- CLV = lifetime revenue × gross margin.
- CLV : CAC = CLV ÷ cost to acquire a customer.
- Assumes: Order value, frequency and margin are averages that hold for the whole lifetime.
- Assumes: Future profit is not discounted.
An estimate from the numbers you enter, not financial advice. Check the result against your own records before you rely on it.
Who it's for
Who uses it
Store owners
Know how much you can spend to win a customer.
Retention marketers
Show what one more order a year is worth.
DTC founders
Share unit economics with investors or partners.
Good to know
What to consider
- Averages hide big differences between one-time buyers and loyal customers.
- Future profit is not discounted, so long lifetimes are flattering.
Questions
About the Ecommerce Customer Lifetime Value Calculator
Should CLV use revenue or profit?
Profit, when you compare it with acquisition cost. Lifetime revenue is shown for reference, but the CLV figure applies your gross margin.
Can I share the calculator with my team or a client?
Yes. The Room keeps the calculator live: anyone with the link can change the numbers and see the result update, with the method and assumptions on the same page.
Make your calculator now
Free, no sign-up to try. It becomes a Room you can edit, publish and share.
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Related tools
- Average Order Value CalculatorWork out your average order value from revenue and orders, and what a small increase in it would add at the same number of orders.
- SaaS LTV to CAC CalculatorWork out customer lifetime value, your LTV to CAC ratio and CAC payback from four numbers, then share it as a live calculator.
- CAC CalculatorWork out your customer acquisition cost two ways: blended CAC across all sales and marketing spend, and paid CAC from ad spend alone.