UCI ONLINE RETAIL · REPORT 01 / 03
The average customer
isn’t the business.
A small customer core carries most of the recorded value. Big baskets, repeat buyers and a handful of export accounts make a blended sales dashboard a poor description of this retailer.
Real public retail data, not client data. Descriptive business intelligence, not causal inference. Positive-sale value is not settled revenue or profit. Business hypotheses and external research are labelled separately; no current-market benchmark is implied.
01 concentration
A small core. A large dependency.
Share of known-customer positive-sale value; denominator £8,911,407.90 across 4,338 identifiable buyers.
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| Measure | Share of known-customer value |
|---|---|
| Top 1% of known customers | 32.0% |
| Top 10% of known customers | 61.4% |
| Remaining 90% | 38.6% |
The top 1% is contained within the top 10%; those two bars must not be added. Percentile group sizes are rounded up in the analysis.
02 repeat activity
Repeat buyers dominate the value.
A repeat buyer has more than one observed order in this window. This is not a retention rate, lifetime value estimate or proof that a retention campaign would work.
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| Measure | Repeat-buyer share; denominators differ |
|---|---|
| Share of known buyers | 65.6% |
| Share of known-customer value | 93.1% |
03 basket tail
The £533 average hides the typical order.
All-country positive orders; quantiles describe order value, not customer value. Large baskets pull up the mean.
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| Measure | GBP per positive order |
|---|---|
| Median order | £304 |
| Mean order | £533 |
| 90th percentile | £940 |
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| Order percentile | GBP |
|---|---|
| 25th | £151.98 |
| 50th / median | £303.57 |
| 75th | £495.00 |
| 90th | £940.15 |
| 99th | £4,808.41 |
04 export baskets
A market opportunity - or a few big accounts?
Four selected markets, not a ranking of market potential. Small export samples and absent margin/shipping data prevent a profitability conclusion.
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| Measure | GBP per positive order |
|---|---|
| UK · 18,058 orders | £500 |
| Netherlands · 94 orders | £3,037 |
| Australia · 57 orders | £2,430 |
| EIRE · 289 orders | £981 |
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| Market | Orders | Known buyers | Positive-sale value |
|---|---|---|---|
| United Kingdom | 18,058 | 3,920 | £9,025,222.08 |
| Netherlands | 94 | 9 | £285,446.34 |
| Australia | 57 | 9 | £138,521.31 |
| EIRE | 289 | 3 | £283,453.96 |
05 assortment
One spectacular order is not repeatable demand.
A product-leaderboard warning, not a conclusion that the underlying record is an error.
80,995 units · 1 positive order
Show frequency beside value.
Separate repeat-selling products from one-off bulk orders before stocking against a sales leaderboard. These positive-sale figures do not match later cancellations or measure realised margin.