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
Go in-depth into your customer behavior to find more revenue
If you haven't installed Repeat Customer Insights yet, it's an easy way to get a detailed look at your customer behavior.