E-commerce · Evidence
Customer cohort and repeat-purchase verification
Published · Reviewed by The Diligence Standard Team · Updated
Repeat-purchase claims should be rebuilt from raw customer and order data rather than platform attribution summaries.
Records to reconcile
- Customer-level order export
- Refund and cancellation status
- Cohort definitions and exclusions
Warning signal
Reported retention includes canceled orders, guest duplication or changing definitions.
Transaction impact
Customer lifetime value and acquisition payback may be overstated.
Response
Freeze definitions, deduplicate customers and calculate gross-margin retention by cohort.