A customer is a person or organization that has purchased from your store.
It is important to separate them from people who have not purchased yet. While you might treat them the same, they are merely prospective customers and cannot be measured as customers yet.
The vast majority of ecommerce customers are one-time customers who have only one order, while the rest are returning customers or repeat customers.
Eric Davis
Track down which customer cohorts perform the best
Different groups of people behave differently. Repeat Customer Insights creates cohort groups for you automatically to see how your customers change over time and spot new behavior trends.