Items Purchased by Customer

Items Purchased by Customer shows how many items your customers bought in the date range. It tells you how many bought 1 item, how many bought 2 or more, and so on, with the average and the median.

The Items Purchased by Customer report, with the average and median cards and a table

How It’s Calculated

The cards at the top show Average items per customer and Median items per customer for the date range. The average has 2 decimal places and the median has 1. The median can fall between 2 whole numbers, because it’s worked out between the middle customers.

The table has one row for each item count, written as “or more”, such as 1 or more, 2 or more and 3 or more. The rows cover 1 to 10, then 20, 30 and on up to 100, then 500 and 1000. A row only shows if at least 1 customer is in it.

The columns are:

Items Purchased: for example 5 or more.
Customers: the number of customers who bought at least that many items.
Percentage of Customers: those customers as a share of every customer who ordered.

A customer’s items are the quantity on every line of their orders in the range. A customer who bought 3 shirts and 1 hat has 4.

The rows overlap, so a customer with 4 items is in 1 or more, 2 or more, 3 or more and 4 or more. 1 or more is always 100%.

What Counts

Only orders in the date range count. A customer’s items from before the range aren’t included.
Returns don’t lower the count. A returned item still counts.
Orders with no customer attached aren’t counted.
Orders that were canceled, or whose payment was voided or expired, don’t count.
Sales Channel, Segment and Filters narrow the report down. There’s no comparison period.

What Good Looks Like

A long tail in the high rows means some customers buy a lot, either in one big order or across many orders. The right level depends on what you sell, so compare your store with itself over the same length of time.

When the average is well above the median, a small group of customers is buying most of your items. Look at who they are.

What to Do About It

Most customers at 1 or 2 items: try bundles, add-on products or a quantity discount. Products Purchased Together shows what’s often bought in the same order.
A group buying many items: look at them on Sales by Customer. A group like this can be worth a wholesale price.
Few repeat customers: check Purchase Frequency to see how many orders customers place.

Where to Find It

Items Purchased by Customer: open Reports and look under Customers.
Purchase Frequency: how many orders customers placed.
Total Items Sold: how many items you sold, period by period.