PureDevs

Something we've noticed talking to WooCommerce store owners:

They can quote their monthly revenue, AOV, and conversion rate from memory. Ask them their churn rate and the conversation gets quiet.

Not because it doesn't matter. They were taught churn is a SaaS metric — something Netflix and Spotify track because customers cancel a subscription. If you sell physical products, nobody officially "cancels" anything. They just stop buying.

So the rate at which you lose customers — arguably the most direct measure of revenue leaking out the back of your store — quietly goes unmeasured.

Here's how it typically plays out. A WooCommerce supplements store has customers reordering about every 47 days. So any customer silent for 141+ days (3× their natural cadence) is effectively gone.

Run that calculation across last year's active customers and the result is often eye-opening. Many stores discover 30%+ of their base has silently churned without anyone noticing — because the metric wasn't on any dashboard.

The good news: the data is already in your WooCommerce database. Order date, customer email, order status. Export it, sort by email, calculate the gap between orders. No paid tool required to get started.

The hard part isn't the math. It's deciding to look.

So a question for the store owners here — do you currently track any version of churn for your WooCommerce store? Or is "repeat purchase rate" the closest thing you've got on your dashboard?