What is Customer Lifetime Value (LTV)?
Customer lifetime value (LTV) is the total revenue, or profit, you expect from a customer over their whole relationship with your store.
By Abdullah Ashraf · Last updated: October 2026
Example for a UK store
If a customer spends £40 an order and buys four times, their lifetime value is £160.
Why it matters
It tells you how much you can afford to spend acquiring customers.
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