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Average Revenue Per Paying User (ARPPU)

The average amount of revenue generated by each paying user in an ecommerce business.

ARPPU is a financial indicator that measures the average amount of revenue generated from each paying customer. It is a valuable metric that helps businesses evaluate their monetization strategies and identify areas for improvement. In this article, we will delve into the significance of ARPPU, how it applies to ecommerce, how to implement it in a Shopify store, and why it’s important for Shopify merchants to pay attention to this metric.

What is Average Revenue Per Paying User?

ARPPU is a metric specifically designed to measure the revenue generated by each paying customer. It is calculated by dividing the total revenue generated by the number of paying users over a specific time period. This metric provides insights into the spending habits and value of each individual customer.

Why is ARPPU important for ecommerce?

ARPPU plays a crucial role in understanding the financial health of an ecommerce business. By analyzing ARPPU, business owners can determine the effectiveness of their monetization strategies and identify opportunities for growth. It enables businesses to make informed decisions about pricing, upselling, and retention strategies to maximize revenue.

How does ARPPU apply to ecommerce?

Ecommerce businesses can utilize ARPPU to gain a deeper understanding of their customers’ purchasing behavior. By segmenting ARPPU based on different customer groups, businesses can identify which customer segments generate the most revenue and focus their marketing efforts accordingly. Additionally, ARPPU can help businesses evaluate the impact of pricing changes, promotions, or subscription models on their overall revenue.

Implementing ARPPU in a Shopify store:

Implementing ARPPU measurement in a Shopify store requires a systematic approach. Here are some steps to help you get started:

a. Define your paying users: Clearly define who your paying users are. In the case of Shopify, this includes customers who have made a purchase on your store.

b. Measure revenue generated: Track the revenue generated by each paying user. This can be done by integrating analytics tools or using Shopify’s built-in reporting features to gain insights into your revenue streams.

c. Calculate ARPPU: Divide the total revenue generated within a specific time period by the number of paying users during that period. This will give you the average revenue per paying user.

d. Analyze and optimize: Use the data obtained from ARPPU calculations to analyze customer behavior, identify trends, and optimize your monetization strategies. Test different pricing models, upselling techniques, or subscription offers to increase ARPPU.

Strategies to improve ARPPU in Shopify stores:

Boosting ARPPU in a Shopify store requires strategic planning and implementation. Here are some effective strategies to consider:

a. Implement upselling and cross-selling: Utilize product recommendations and bundles to encourage customers to spend more on your store. Cross-selling complementary items or upselling higher-priced versions can significantly increase ARPPU.

b. Subscription models: Introduce subscription-based products or services that provide recurring revenue. By offering exclusive benefits or discounts, customers are more likely to subscribe, resulting in a higher ARPPU.

c. Pricing optimization: Regularly review and optimize your pricing strategy. Conduct A/B testing to find the optimum price point that maximizes customer value and revenue.

d. Customer segmentation: Segment your customers based on their spending habits and purchase frequency. Target high-value customers with personalized offers to encourage repeat purchases and higher spending.

e. Improve customer retention: Invest in customer retention strategies to reduce churn and increase the lifetime value of your customers. Loyalty programs, personalized communications, and excellent customer service can significantly impact ARPPU.

FAQs - What Shopify merchants might ask:

Q1. How often should I measure ARPPU? A1. It is recommended to measure ARPPU on a monthly basis to identify trends and evaluate the impact of your strategies.

Q2. Is ARPPU the same as Average Order Value (AOV)? A2. No, ARPPU focuses on revenue generated by paying users, while AOV measures the average value of each individual order, regardless of user type.

Q3. Can ARPPU help in identifying customer segments? A3. Absolutely! By segmenting ARPPU data, you can identify high-value customer segments and tailor your marketing efforts accordingly.

Q4. How can I calculate ARPPU in Shopify? A4. Calculate ARPPU by dividing the total revenue generated by the number of paying users within a specific time period.

Q5. What impact can ARPPU have on my business profitability? A5. By increasing ARPPU, you can enhance your business’s profitability by generating more revenue from existing customers.

Q6. What if my ARPPU is lower than expected? A6. Analyze your pricing, product offerings, and customer retention strategies to identify areas for improvement. Experiment with different tactics to increase ARPPU and monitor the results.


Average Revenue Per Paying User (ARPPU) is a vital metric for Shopify merchants as it provides insights into the financial performance and monetization strategies of their businesses. By implementing ARPPU measurement and utilizing effective strategies to increase this metric, merchants can maximize their earnings, improve customer retention, and foster long-term business growth. Remember to regularly analyze ARPPU data, optimize pricing, and focus on enhancing the overall customer experience to ensure success in ecommerce.

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