Enter your customer and revenue numbers for one period to see your customer churn rate, gross and net revenue churn, retention rate, and implied customer lifespan. Monthly and annual figures, with presets for subscription, DTC, and marketplace sellers.
Quick presets, click to load:
Customers
Revenue (optional, for revenue churn)
Customer churn rate
There is no single "good" churn rate. What counts as healthy depends entirely on your model and how often customers naturally repurchase. Use these monthly customer-churn ranges as a rough guide, not a target.
| Business Model | Healthy | Watch | High |
|---|---|---|---|
| SaaS / membership | Under 3% | 3% – 5% | Over 5% |
| Subscription box / replenishment | Under 6% | 6% – 10% | Over 10% |
| DTC brand (repeat purchase) | Under 7% | 7% – 12% | Over 12% |
| Marketplace repeat-buyers | Under 10% | 10% – 15% | Over 15% |
Marketplace and one-off retail buyers churn far faster than subscriptions, which is normal. Compare yourself against your own trend and your own model, not against a SaaS benchmark.
Churn rate is the percentage of customers (or revenue) you lose over a given period. It is the mirror image of retention: if 5% of your customers leave each month, your monthly churn rate is 5% and your retention rate is 95%. Churn is one of the most important numbers in any business with repeat customers because it quietly caps your growth. You can pour money into acquiring new customers, but if they leak out of a bucket with a big hole in it, you spend more and more just to stand still. The calculator above turns your raw numbers into the figures that actually matter: customer churn, gross and net revenue churn, retention, and how long the average customer stays.
The customer churn formula is: Churn Rate = Customers Lost During Period ÷ Customers at Start of Period. For example, if you began the month with 1,200 customers and lost 96, your monthly churn rate is 96 ÷ 1,200 = 8%. Always use the count at the start of the period as the denominator, and exclude new customers you won during the period (they have not had a fair chance to churn yet). Keep the period consistent: monthly is the most common for subscriptions, while slower-moving businesses often measure quarterly or annually. The calculator lets you enter numbers for whichever period you track and then converts them to both a monthly and an annualised rate so you can compare like for like.
Monthly and annual churn are not interchangeable, and the difference trips up a lot of sellers. Churn compounds, so you cannot simply multiply a monthly rate by twelve. The correct conversion is Annual Churn = 1 − (1 − Monthly Churn)12. A 5% monthly churn rate does not equal 60% a year. It works out to roughly 46%, because each month you are losing 5% of a smaller and smaller base. The same logic runs in reverse: if you only have an annual figure, the calculator derives the equivalent monthly rate for you. Reporting the wrong one (multiplying instead of compounding) makes churn look far worse than it is and can lead to panic decisions.
Actionable Insight: Reducing monthly churn from 5% to 3% lifts the average customer lifespan from 20 months to over 33 months. That is a two-thirds increase in lifetime value from a two-percentage-point change, which is usually cheaper to achieve than winning the equivalent in new customers.
Customer churn counts heads; revenue churn counts dollars, and the two can tell very different stories. Gross revenue churn is the recurring revenue you lost from cancellations and downgrades, divided by the revenue you started with. It is never negative. Net revenue churn subtracts the expansion revenue you gained from existing customers (upgrades, upsells, larger repeat orders) before dividing. When expansion outweighs what you lost, net revenue churn goes negative, which is the holy grail: your existing customer base grows in value even if you never add a single new customer. A store can have meaningful customer churn but still post negative net revenue churn if the customers who stay spend a lot more over time. Track both, because a healthy net number can hide a leaky front door.
Churn is the input that decides how long a customer stays, and therefore how much they are worth. The implied average lifespan is simply 1 ÷ monthly churn rate: a 4% monthly churn implies an average lifespan of 25 months. That lifespan is the multiplier in every lifetime-value calculation. Once you know how long a customer stays, multiply that by their average spend and your gross margin to get lifetime value, then compare it against what you pay to acquire them. Model the full chain with our customer lifetime value calculator and check the acquisition side with our customer acquisition cost calculator. A small drop in churn quietly raises the ceiling on everything downstream.
For sellers running Shopee, Lazada, TikTok Shop, Shopify, and Amazon side by side, churn is harder to even see than it is to fix. A customer who bought from you on Shopee last month and on TikTok Shop this month looks like two separate one-off buyers in two separate seller centres, when in fact they are a loyal repeat customer. That fragmentation makes your real retention look worse than it is and hides the customers worth re-engaging. The fix is to unify orders and customer data across channels so you can measure churn and repeat-purchase behaviour for the whole business, not channel by channel. This is exactly what OneCart does: it connects Shopee, Lazada, TikTok Shop, Shopify, Amazon, and the rest so your orders and customers sit in one place, letting you spot churn early, run win-back and replenishment offers, and grow the expansion revenue that pushes net revenue churn negative. Pair this calculator with our AOV calculator to see how lifting basket size and lowering churn compound into more lifetime value per customer.