Lifetime value gets quoted constantly and measured loosely. In October we published Onward’s definition of it, along with the customer data behind it: when a customer’s first order starts with Onward, they come back more often and spend more when they do.
What is LTV?
The textbook formula subtracts product cost from lifetime revenue and stops there. It leaves out returns, support and rewards, which all hit the same P&L. On a typical $100 apparel order, that’s the difference between $30 of margin and about $16. Onward defines LTV as the margin a customer produces after the full cost to win, serve and keep them, tracked by cohort.
The Onward LTV Series
“What is LTV?” names five levers that move lifetime value: first-order size, discount profitability, repeat purchase rate, reorder rate and frequency, and cost to serve. Over the next month, we’re publishing a six-post series that covers each of them one at a time. Each post answers a question merchants ask us, works through the math, and backs it up with data from brands running Onward. Look for it on the blog this November!
Cadence is live with Onward
Cadence makes science-backed electrolytes and fuel that customers drink every day, so lifetime value drives the business. Their new head of retention launched with Checkout+ and Order Editing giving them:
CashBack on every upgraded order gives customers a reason to buy their next box from Cadence.
A 90-day satisfaction guarantee takes the risk out of trying a new formula.
Self-service order edits replace a standalone app, so there’s one less tool in the stack.
The result is a higher AOV on the first order and a better reason to come back for the second, at no cost to Cadence. We’re excited to have them !
One year in: Everlane customers who start with Onward are worth more
We followed 12 monthly cohorts of new Everlane customers from launch in October 2025. New Everlane customers whose first order included Onward generated 11.5% more repeat revenue, and they out-earned the comparison group in 11 of 12 monthly cohorts. Year one put $5.18M of value into the business.
Cann’s Checkout+ customers are worth 25% more
A case of canned drinks is hard to ship, and one broken delivery can end a customer relationship after the first order. Checkout+ covers the breakage, and CashBack gives customers a reason to reorder full cases, so customers who start with it end up worth 25% more.
Prolon covered $170K in claims and drove $370K in repeat sales
Prolon’s fasting program only works if customers come back for another cycle, and the brand’s biggest risk was customers unhappy with their results, not lost packages. Checkout+ took the cost of that guarantee off Prolon’s books, and CashBack has brought customers back for $370K in repeat sales.
Going viral on TikTok fills Final Boss Sour’s store with first-time buyers who came for the novelty. Checkout+ gives them a reason to come back, and with 83% of shoppers opting in, CashBack turns the first bag into the next order.
KilgourMD moved its money-back guarantee to Checkout+
Customers pay for KilgourMD’s serums up front and don’t see results for months, so the money-back guarantee is what gets them to commit. Moving it into Checkout+ kept that promise to customers and took the refunds off KilgourMD’s margin.
MADE Hoops keeps 85% of its return revenue
Young athletes grow fast, so a lot of MADE Hoops returns are just the wrong size. Exchanges and bonus store credit get customers the right fit instead of a refund, and the brand keeps the sale.
The first order sets the pattern. When it starts with Onward, customers come back more often and spend more when they do.
Want to know what your customers could be worth?