Returning Customer CM2 %: Repeat Order Variable Margin Rate

Track Returning Customer CM2 percentage for your Shopify store. Measure variable margin rate from repeat buyers.

RC CM2 % measures the percentage of returning customer net revenue remaining after all variable costs—COGS, fulfillment, and transaction fees.

Formula

RC CM2 % = ( RC CM2 ÷ RC Net Revenue ) × 100

Formula Components

Metric	Definition
RC CM2	Returning customer variable margin
RC Net Revenue	Net revenue from returning customers

Metadata
Type	Percentage
Data Source	Shopify, Upstack Costs
Aggregation	Ratio

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Example

Returning customers generated $39,000 CM2 from $75,000 net revenue.

Component	Value	Calculation
RC CM2	$39,000	After variable costs
RC Net Revenue	$75,000	Revenue base
RC CM2 %	52%	$39,000 ÷ $75,000 × 100

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How It Works

RC CM2 % shows what percentage of returning customer revenue remains after variable costs. This is pure contribution margin rate—no acquisition cost dilutes it. Compare against NC CM2 % to understand segment profitability differences.

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When to Use

Scenario	Action
Comparing customer economics	Benchmark RC CM2 % vs NC CM2 %
Retention investment planning	Use RC CM2 % to justify loyalty spend
LTV modeling	Apply RC CM2 % to projected repeat purchases
Efficiency tracking	Monitor variable cost trends for repeat buyers

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Related Metrics

Metric	Relationship
RC CM2	Dollar amount that RC CM2 % is based on
NC CM2 %	Variable margin rate for new customers
CM2 %	Overall variable margin rate

See all Contribution Margin metrics →