Customers

What is this page?

The Customers page shows your shop's imported, accessible buyer records, historical Customer Lifetime Value (LTV), customer segments, and purchase histories. The segments are VIP, Regular, New, and Churned. Use this page to understand repeat purchasing and customer value; available buyer details and orders depend on the data TikTok provides and your access.

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 number of unique customer records in the accessible shop data. Free sample orders are excluded from qualifying order counts and customer-value metrics.

VIP Customers

• What it shows: Customers with at least 6 qualifying orders OR historical LTV greater than 1,000 in the shop's currency, unless classified as Churned.
• Important: The VIP rules are fixed, not calculated from your shop's customer distribution. Either threshold is sufficient; a high-value customer can qualify after a single order. The 1,000 threshold is not converted to USD.

Regular Customers

• What it shows: Customers with 2–5 qualifying orders who do not meet the VIP rule and are not Churned.
• Important: These customers have bought more than once, showing they are engaged with your brand.

New Customers

• What it shows: Customers below the Regular and VIP thresholds who are not Churned, typically with one qualifying order. A New label alone does not prove that an imported record has paid activity.
• 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.

Projected LTV (12mo)

• What it shows: A modelled value combining historical LTV with an estimate of future purchases over 12 months. It is not money already received or a guaranteed forecast. Churned customers retain historical LTV without an added future-purchase estimate. The current customer table does not have a Total Units column.

Average Order Value

• What it shows: Average buyer-paid checkout value per qualifying order, before refunds, in the shop's currency. AOV and historical LTV therefore use different refund treatment.
• 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 by customer ID, available name, or available email identifier. TikTok may mask recipient names and provides anonymized buyer email identifiers; missing identifying details do not mean that a buyer has no orders. Do not use the anonymized email for direct outreach. Contact buyers through Seller Center > Buyer Messages.

Filters

Advanced filtering options include:

• Date range -- keep customers whose first qualifying order is on or after the start date AND whose last qualifying order is on or before the end date. This is not a filter for any purchase during the period and does not recalculate lifetime metrics for that period.
• Segment -- filter by VIP, Regular, New, Churned, 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/Churned)
• Total orders
• Historical LTV and Projected LTV (12mo)
• Average order value
• First and last order dates

Click a sortable column header to change the order. The Last Order ID link opens that order's details; it is not a sortable metric.

Customer Detail Modal

Click any customer row to open a detailed view showing:

• Available purchase history, grouped into expandable months
• Order details (products, quantities, amounts)
• Order ID links to open the available order details

Export

Use Export CSV to export the customer rows loaded in the desktop table. Pagination and active filters affect which rows are loaded; this is not a promise to export every customer in the shop. The action may be disabled when your access is read-only.

Related Pages

From the Customers page, you can navigate to:

• Purchase Journey -- see how customers flow between products
• Cohort Retention -- analyze retention rates by cohort

Common Questions

How are customer segments determined?

The rules are checked in this order: Churned when more than 180 days have elapsed since the last qualifying order; otherwise VIP with at least 6 qualifying orders OR historical LTV greater than 1,000 in the shop's currency; otherwise Regular with 2–5 qualifying orders; otherwise New for the remaining customer records, normally with a single qualifying order. Churned takes priority over all value tiers. Exactly 1,000 does not meet the value threshold; exactly 180 elapsed days does not yet meet the inactivity threshold.

Why does the customer count not match my TikTok Seller Center?

Dashboardly groups qualifying orders by the buyer identifier supplied by TikTok. Imported history, the qualifying-order population, your accessible data, and recent sync timing can differ from the Seller Center view. Different buyer identifiers can produce separate customer records. Compare the same shop and eligible population before treating a difference as an error.

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, but the bounds apply to each customer's first and last qualifying order, not to individual purchases during the period. For example, a customer who first purchased before your start date is excluded even if they bought again within the range. Historical LTV and AOV remain lifetime metrics; use an order-based report to examine purchases in a selected period.

What does it mean if a VIP customer has not ordered recently?

Check the Last Order date and the days since the last qualifying purchase. After more than 180 days of inactivity, Churned takes priority even for a formerly high-value customer. If you need to contact the buyer, use Seller Center > Buyer Messages rather than TikTok's anonymized email identifier.

First purchase product

This control is available for selected shops. If your Customers page shows First purchase product, choose Products or Product Variants (SKU) and search for a product name, variant name or seller SKU. The table and segment cards show customers whose first qualifying purchase included a matching item.

Their LTV still includes purchases across the whole shop, less successful refunds. A product bought only in a later order does not add that customer to this group. Clear the search to return to all customers.