Repeat behavior, cohorts and lifetime value over the mirror window (2020 onward).
Canonical 8-status filter; a "customer" is a Customer ID: with at least one
counted order; "new" = first counted order.
Customers with orders
—
Repeat rate (lifetime)
—
Revenue from repeat customers
—
of last-12-mo revenue
Avg orders per customer
—
Avg time to second order
—
among customers who reorder
First-time vs repeat
First-order vs repeat revenue by year
Repeat business is the majority of revenue and growing — the trade
account base compounds.
Customers by lifetime order count
Repeat within 12 months, by first-order year
Of customers whose first order was in year X, the share who ordered again
within 365 days. The current year is incomplete by construction.
Value
Average lifetime revenue by first-order year
Later cohorts have had less time to accumulate — compare adjacent years,
not endpoints.
Revenue by customer group pricing tier, last 12 mo