Standard Retail
← Back to Retail Analytics Glossary

Average Revenue Per User (ARPU)

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

What is Average Revenue Per User (ARPU)?

Average Revenue Per User (ARPU) is a key metric used in various industries, including ecommerce, to measure the average revenue generated by each user or customer over a specific period of time. It is a valuable indicator of the effectiveness of a business’s monetization strategies and the overall health of its customer base. 

ARPU helps businesses understand how much revenue they are generating from each user and provides insights into the value and profitability of their customer segments. By tracking ARPU, businesses can make data-driven decisions regarding pricing, customer acquisition, retention strategies, and upselling opportunities. Having a high ARPU can closely correlate with an increased monthly recurring revenue from your existing customers. A low ARPU can cause issues for stores when they are not able to generate revenue from their paying users.

For ecommerce businesses, ARPU is particularly relevant as it helps in assessing the amount of revenue per customer and identifying areas for improvement and growth. In the context of Shopify stores, increasing the number of paying customers and optimizing ARPU is crucial for driving profitability and ensuring the long-term success of an ecommerce venture. 

How do ecommerce merchants use ARPU?

In the ecommerce realm, Average Revenue Per User (ARPU) is a critical metric that provides vital insights into the performance and growth potential of an online store. By analyzing ARPU, ecommerce businesses can gain valuable information about the effectiveness of their revenue generation strategies and identify areas for improvement, and focus on improving the LTV of their active users.

Analyzing Customer Segments

ARPU allows Shopify merchants to understand the revenue contribution of different customer segments. For example, it helps identify high-value customers who generate substantial revenue and may require additional attention or incentives to nurture their loyalty.

Pricing Optimization

By tracking ARPU data, ecommerce businesses can analyze the impact of pricing strategies on their revenue. They can evaluate the effect of discounts, promotions, and price adjustments on average revenue per user, enabling them to make informed decisions about pricing optimization.

Upselling and Cross-Selling

ARPU data can help identify opportunities for upselling and cross-selling to existing customers. By analyzing the average revenue by customers and their purchase patterns, Shopify merchants can develop targeted marketing campaigns and personalized recommendations to maximize revenue from each user.

Customer Retention

By understanding the ARPU of repeat customers compared to new customers, ecommerce businesses can evaluate the effectiveness of their customer retention strategies. Higher ARPU from repeat customers indicates a successful retention strategy and can guide efforts to build customer loyalty for sustained revenue growth.

Acquisition Cost Assessment

Calculating ARPU can help ecommerce businesses evaluate the return on investment for customer acquisition efforts. By comparing the cost of acquiring customers with the revenue generated from those customers, merchants can make informed decisions about their marketing budgets and customer acquisition strategies.

Sustainable Growth

Increasing ARPU is essential for sustainable growth in ecommerce. Analyzing ARPU data helps identify opportunities to offer additional products, services, or subscriptions that can boost the average revenue generated by each user, fueling growth and profitability.

How to implement ARPU in a Shopify store?

Implementing strategies to optimize Average Revenue Per User (ARPU) in a Shopify store involves a combination of strategic planning, data analysis, and customer-centric initiatives. Here are some actionable steps to implement ARPU optimization strategies:

Segmentation and Personalization: Analyze your customer base to identify high-value segments and personalize marketing campaigns and product recommendations accordingly. Tailoring offers and messaging to specific customer segments can increase their average spending.

Pricing Strategies: Experiment with different pricing strategies, such as tiered pricing, bundles, or subscription-based models, to increase the average order value and encourage customers to spend more. Test different pricing points to find the sweet spot that maximizes ARPU without sacrificing conversion rates.

Upselling and Cross-Selling: Identify opportunities to upsell and cross-sell complementary products during the checkout process or through personalized email marketing campaigns. Showcase related items, highlight bundles or discounted upgrades to encourage customers to spend more.

Customer Loyalty Programs: Implement a customer loyalty program to reward repeat purchases and increase customer retention. Offer exclusive discounts, early access to new products, or VIP perks to incentivize customers to continue shopping with your store and increase their average spending.

Email Marketing and Remarketing: Leverage customer data to send targeted email campaigns to customers who haven’t made a purchase in a while or who have shown interest in specific product categories. Highlight personalized recommendations or offer limited-time promotions to entice them back and boost their average spending.

Post-Purchase Follow-ups: Implement post-purchase follow-up sequences to engage customers after their initial transaction. Provide relevant product recommendations, offer exclusive discounts for their next purchase, and encourage them to leave reviews to build customer loyalty and keep them coming back for more.

Bundle and Subscription Offers: Create product bundles or offer subscription options to increase the average revenue from each customer. By combining related products or providing an ongoing service, you can increase the overall value of each transaction and generate recurring revenue.

Optimize User Experience: Enhance the user experience of your Shopify store to make it easy for customers to explore and find relevant products. Implement a user-friendly search functionality, improve website navigation, and provide personalized product recommendations based on customer browsing and purchase history.

Analyzing and Iterating: Continuously analyze your ARPU data, customer behavior, and revenue patterns to identify areas for improvement. Use Shopify analytics tools or third-party integrations to track and measure key metrics related to ARPU, and iterate your strategies based on data-driven insights.

Customer Support and Satisfaction: Prioritize exceptional customer support to ensure customer satisfaction and foster loyalty. Promptly address customer concerns, offer hassle-free returns, and provide a seamless shopping experience to encourage higher spending and repeat purchases.

Why is ARPU important for Shopify stores?

ARPU optimization is crucial for the success and profitability of Shopify stores. Here are some reasons why focusing on Average Revenue Per User (ARPU) is important:

Revenue Growth: Increasing ARPU directly impacts revenue growth. By optimizing the average revenue by each customer, Shopify stores can achieve higher overall revenue figures without solely relying on customer acquisition efforts.

Profitability: Higher ARPU allows Shopify merchants to increase their profit margins. By growing the average revenue per user, stores can generate more profit from each customer transaction, leading to improved financial performance.

Customer Lifetime Value (CLV): ARPU optimization aligns with the concept of Customer Lifetime Value (CLV) by focusing on increasing the value of each customer over their lifetime. By maximizing ARPU, Shopify stores can improve customer retention and increase the profitability of long-term customer relationships.

Competitive Advantage: A higher ARPU indicates a more engaged and valuable customer base compared to competitors. By optimizing ARPU, Shopify merchants can gain a competitive edge by offering personalized experiences, upselling opportunities, and improved customer retention.

Marketing Efficiency: By increasing ARPU, Shopify stores can extract more value from their marketing spend. Higher average revenue per user justifies marketing expenses and improves the return on investment (ROI) of customer acquisition efforts.

Sustainable Growth: Focusing on ARPU optimization allows Shopify stores to achieve sustainable growth. By tapping into existing customer segments and increasing their average spending, ecommerce ventures can reduce their reliance on constant customer acquisition and build a solid foundation for long-term success.

Frequently Asked Questions (FAQs)

Q1. How can I calculate Average Revenue Per User (ARPU) for my Shopify store? A1. It is calculated by dividing the total revenue generated over a specific period by the total number of users or customers. For example, if your store generated $10,000 in revenue and had 500 customers during a month, the ARPU would be $20.

Q2. What is a good ARPU for an ecommerce business? A2. The ideal ARPU varies depending on factors such as industry, business model, and target market. A good ARPU for an ecommerce business largely depends on the product pricing, profit margins, and the specific goals of the business. It is important to compare ARPU over time and industry benchmarks to assess performance.

Q3. Can ARPU be increased by simply raising prices? A3. Raising prices might increase ARPU in the short term, but it can also lead to a loss of customers and a decline in overall revenue. Price optimization should be done strategically and based on market research, competitor analysis, and understanding the value that customers perceive in your products or services.

Q4. How can I incentivize customers to spend more and increase ARPU? A4. Offering discounts for bulk purchases, implementing a customer loyalty program, providing personalized recommendations, and highlighting upselling opportunities are effective ways to incentivize customers to spend more and increase ARPU.

Q5. Is ARPU the only metric to measure revenue performance in ecommerce? A5. No, ARPU is just one of many metrics used to evaluate revenue performance in ecommerce. Other important metrics include Average Order Value (AOV), Customer Lifetime Value (CLV), and Return on Ad Spend (ROAS). These metrics provide a more comprehensive understanding of revenue generation and customer value.

Q6. What are some ARPU optimization tactics for Shopify stores? A6. Some ARPU optimization tactics for Shopify stores include implementing personalized marketing campaigns, offering upselling and cross-selling opportunities, creating product bundles or subscription options, improving user experience, and focusing on customer retention through loyalty programs and exceptional customer service.


Average Revenue Per User is a critical metric for ecommerce businesses, including Shopify stores. By analyzing ARPU data and implementing optimization strategies, merchants can boost revenue, increase profitability, and create sustainable growth. Understanding the value of each customer and finding opportunities to increase their average spending is key to thriving in the competitive ecommerce landscape. By implementing segment-specific marketing campaigns, optimizing pricing strategies, offering upselling opportunities, and providing exceptional customer experiences, Shopify merchants can successfully enhance ARPU and improve the overall performance of their online stores.

Turn Your Shopify Retail Analytics Into Revenue Generation

Standard Retail is an AI-powered retail analytics platform that gives merchants a full overview of the health of their stores.

We help answer questions about your store and leverage the latest AI tools to provide insights into questions you may not even be aware of.