RFM Analysis Tool

Upload an orders CSV and get every customer scored on recency, frequency and monetary value, sorted into segments ready for email targeting.

Drop your Shopify or WooCommerce orders export here or browse files

CSV up to 25 MB. It's read in your browser and never uploaded.

How each customer is scored

RFM stands for Recency (how long since their last order), Frequency (how many orders) and Monetary value (how much they've spent). Each is scored 1 to 5 using quintiles: the best 20% of customers on that measure score 5, the worst 20% score 1, based only on the customers in your file. The two scores are then combined into a segment.

Example: two customers from the sample file

champ@example.com: 3 orders, $325 spent, last order 3 days before the file's newest order → R5, F3, M5 → Champions
onetime@example.com: 1 order, $25 spent, last order 181 days ago → R2, F2, M1 → Hibernating

Across the 10-customer sample file: 2 Champions, 2 Can't Lose Them, 2 Needs Attention, 2 Hibernating, 1 Potential Loyalist, 1 New Customer.

This tool's segment rules are a simplified version of common RFM segmentation, fully spelled out here rather than a black box. Shopify's own built-in RFM customer analysis report (Analytics → Reports, on eligible plans) uses a fuller 11-group version.

Using the segments

Champions and Loyal Customers are your best email list for early access and referral asks; they're already bought in.
At Risk and Can't Lose Them are worth a win-back campaign before they're gone for good: they used to buy often or spend a lot, but haven't lately.
Scores are relative to this file. Re-running the analysis later, or on a different customer set, will shift the quintile boundaries, since a customer's score depends on how they compare to everyone else in the same file.

Questions people ask

What does RFM stand for?

Recency (how recently they bought), Frequency (how often) and Monetary value (how much they've spent). Each is scored and combined into a customer segment.

What columns does the file need?

An order number, a customer email, an order date, and a total. The tool auto-detects common column names from Shopify and WooCommerce exports.

Why did a big spender end up in a lower segment than expected?

Recency and frequency count too: someone who spent a lot once, a long time ago, scores well on monetary value but poorly on recency, landing them in a segment like Can't Lose Them or At Risk rather than Champions.

How often should I re-run this?

Monthly or quarterly is typical. Scores are relative to the file each time, so segments will shift a little between runs even for the same customers.

Can I download the results?

Yes, the full customer list with scores and segments downloads as a CSV, ready to import into your email platform for targeted campaigns.

Last reviewed 30 September 2026.

Sources: Shopify Help Center: Exporting orders · Shopify Help Center: Behaviour reports (Reports and analytics)