The average amount a customer will spend with an eCommerce store during their time as a customer. Calculated by multiplying the average number of purchases a customer makes in a year by the average purchase value—then multiplying the result by the average customer lifespan (in years). Lifetime value is a similar metric to subscriber lifetime value.

The average amount a customer will spend with an eCommerce store during their time as a customer. Calculated by multiplying the average number of purchases a customer makes in a year by the average purchase value—then multiplying the result by the average customer lifespan (in years). Lifetime value is a similar metric to subscriber lifetime value.