New vs Returning Demand by Product

New vs Returning Demand by Product shows how much of each product’s orders and sales came from first orders in the date range, and how much from later ones.

The New vs Returning Demand by Product report, a table with one row per product, its orders, the first-time and returning share of orders and of sales, and its gross sales.

How It’s Calculated

Each row is one product. The columns are:

Orders: the number of orders that include the product.
First-time Orders % and Returning Orders %: the share of those orders that were a customer’s first order in the range, and the share that were a later one. The 2 add up to 100%.
First-time Sales % and Returning Sales %: the same split, measured in the product’s Gross Sales instead of orders.
Gross Sales: each item’s price times its quantity, before discounts, shipping, tax and returns.

“First-time” here means the customer’s first order inside the date range, after your Segment, Sales Channel and Filters are applied. It does not look at orders from before the range. A customer who has bought from you for years counts as first-time on their first order in the range.

Use a long date range to bring this closer to a customer’s real first order.

Orders with no customer are left out. A product appears only if it has at least 5 orders in the range. The table lists up to 500 products, with the highest Returning Sales % first, then the highest Gross Sales.

What Counts

Orders that were canceled, or whose payment was voided or expired, don’t count.
Refunds and returns aren’t taken off. A refunded item still counts as sold.
Dates follow your store’s time zone, and amounts are in your store’s currency.

This report has no Compare control, no chart and no totals row.

What Good Looks Like

There’s no target. Products that bring in new customers lean first-time. Products customers come back for lean returning.

A product with a high First-time Sales % is a way into your store. A product with a high Returning Sales % is one your existing customers choose.

What to Do About It

A first-time product: feature it in your ads and on your home page, and follow up with the product people buy next.
A returning product: feature it in emails to existing customers.
To see what customers buy next: open Product Repurchase Rate to see which products customers buy again.

Get AI Insight at the top of the report asks Copilot for a short read of it.

Where to Find It

New vs Returning Demand by Product: open Reports and look under Products.
First-time vs Returning Sales: a split of your whole store’s sales by first-time and returning customers.