What is this page?
The Customers page provides a complete view of your TikTok Shop buyers. It tracks Customer Lifetime Value (LTV), segments customers into groups (VIP, Regular, New), and shows individual purchase histories. Understanding your customer base helps you identify your most valuable buyers, spot trends in repeat purchasing, and make informed decisions about marketing and retention.
Key Metrics on This Page
Customer Segment Statistics
At the top of the page, summary cards show the breakdown of your customer base by segment.
Total Customers
- What it shows: The total number of unique customers who have placed at least one order.
VIP Customers
- What it shows: Your highest-value repeat customers.
- Important: VIP status is determined by purchase frequency and total spend. These are the customers most worth retaining.
Regular Customers
- What it shows: Customers who have made repeat purchases but are not yet at VIP level.
- Important: These customers have bought more than once, showing they are engaged with your brand.
New Customers
- What it shows: First-time buyers who have only placed a single order so far.
- Important: Converting new customers into repeat buyers is key to growing your business.
Per-Customer Metrics (Table)
Lifetime Value (LTV)
- What it shows: The buyer-paid value generated by a single customer across qualifying paid orders, after successful refunds.
- Important: LTV includes buyer-paid shipping and taxes, excludes free sample orders, and is designed to measure customer value. It will not necessarily match statement-based Net Sales in your P&L.
Total Orders
- What it shows: How many separate orders a customer has placed.
Total Units
- What it shows: The total number of items a customer has purchased across all orders.
Average Order Value
- What it shows: The average dollar amount per order for that customer.
- Formula:
Total Revenue / Total Orders
First Order Date
- What it shows: When the customer first purchased from your shop.
Last Order Date
- What it shows: When the customer most recently purchased.
- Important: A large gap between last order and today may indicate the customer has become inactive.
Features
Customer Search
Search for customers by name to quickly find a specific buyer.
Filters
Advanced filtering options include:
- Date range -- filter customers by when they made purchases
- Segment -- filter by customer segment (VIP, Regular, New, or All)
- Active filter count -- a badge shows how many filters are currently applied
Customer Table
A sortable table listing every customer with their key metrics:
- Customer name
- Segment (VIP/Regular/New)
- Total orders
- Total revenue (LTV)
- Average order value
- First and last order dates
Click column headers to sort by any metric.
Customer Detail Modal
Click any customer row to open a detailed view showing:
- Complete purchase history with every order
- Order details (products, quantities, amounts)
- Customer timeline showing purchasing patterns
Export
Export the customer list with all metrics for external analysis.
Related Pages
From the Customers page, you can navigate to:
- Customer Journey -- see how customers flow between products
- Cohort Retention -- analyze retention rates by cohort
Common Questions
How are customer segments determined?
Segments are based on purchase behavior: New customers have placed only one order, Regular customers have made multiple purchases, and VIP customers are top spenders with high purchase frequency. The exact thresholds are calculated based on your shop's overall customer distribution.
Why does the customer count not match my TikTok Seller Center?
Dashboardly counts unique customers based on the buyer information attached to each order. Minor differences can occur due to: (1) guest checkouts versus registered users, (2) customers using different accounts, or (3) sync timing for very recent orders.
How is Lifetime Value calculated?
LTV adds the buyer-paid totals from a customer's qualifying orders and subtracts successful refunds. It does not subtract product costs, platform fees, or operating expenses. Free sample orders are excluded, so the result reflects the customer's top-line buyer-paid contribution rather than statement-based Net Sales.
Can I filter customers by date range?
Yes. Using the date range filter, you can see only customers who placed orders within a specific period. This is useful for analyzing seasonal buying patterns or campaign effectiveness.
What does it mean if a VIP customer has not ordered recently?
A VIP customer with no recent orders may be at risk of churning. Consider reaching out with a personalized offer or checking if there were any issues with their last order. The time since their last purchase is visible in the "Last Order Date" column.