Why does this rule require 3 previous orders instead of just checking the gap?

A customer with only one or two orders has not established a pattern. Requiring 3+ orders ensures the rule only flags genuinely regular customers whose absence is meaningful.

Will a customer who last ordered exactly 45 days ago be flagged?

No. The rule requires more than 45 days, so exactly 45 days does not meet the threshold. Adjust the number in the rule text if you need a tighter window.

Does the £30 AOV threshold include shipping and tax?

The average order value is based on the order total as recorded by WooCommerce. Whether that includes shipping and tax depends on your store's configuration.

How to detect lapsing subscription customers in WooCommerce | Lapse Risk rule

The problem

Regular food and subscription customers who go quiet for more than 45 days are at risk of churning. Without a flag, their returning order looks like any other and the retention opportunity is missed.

The solution

OrderBadger can flag returning orders from regular customers who are overdue for a reorder, signalling a lapse risk.

Who this is for

Food delivery, subscription box, consumable, and grocery stores where a regular reorder cadence is expected and a 45-day gap signals churn risk.

At a glance

Requires 3 or more previous paid orders Purchase gap: more than 45 days Average order value over £30 Routes to inbox for retention action Badge: Lapse Risk (orange)

People also search for

WooCommerce flag regular food customers at risk of churning How to identify returning buyers who are overdue for reorder Detect lapsing repeat customers in food and subscription stores WooCommerce win-back rule for dormant regular buyers Badge orders from customers who have not purchased in 45+ days

How it works

Combines three conditions: the customer must have at least 3 previous paid orders, their last order must be more than 45 days ago, and their average order value must exceed £30. When all three are true, the order is badged as a lapse risk and appears in your inbox.

Include a welcome-back incentive such as a loyalty discount or free shipping offer. Consider adding the customer to a win-back email sequence tailored to their purchase history.

Rule template

Plain English rule Customer has 3 or more previous paid orders and days since last order is more than £45 and customer average order value is over £30

Write this (or something similar) in the OrderBadger rule builder. The AI compiler turns it into executable logic automatically.

Make it yours

Adjust thresholds

Shorten 'more than £45' days to 'more than £30' if your products have a monthly reorder cycle and 45 days already means the customer skipped a cycle.
Raise 'over £30' AOV to 'over £50' to focus retention efforts on higher-spending regulars where churn costs you more.
Lower '3 or more previous paid orders' to '2 or more' to catch lapsing customers earlier in their lifecycle.

Add or remove conditions

Add 'and at least one product has been purchased by this customer before' to specifically flag returning lapsed customers who are reordering a familiar product - a strong win-back signal. …s more than £45 and customer average order value is over £30 and at least one product has been purchased by this customer before
Add 'and the order has free shipping' to identify lapsed customers who may have been drawn back by a free shipping offer, useful for measuring promotion effectiveness. …s more than £45 and customer average order value is over £30 and the order has free shipping

Badge preview

Default: Lapse Risk

When this rule matches

Regular Customer 60 Days Gap

Previous paid orders: 5 | Guest: no

Customer has 5 previous paid orders, last ordered 60 days ago (exceeding £45), and average order value is £48 (over £30). All three conditions met.

Loyal Customer Long Gap High Aov

Previous paid orders: 12 | Guest: no

Customer has 12 previous paid orders, last ordered 90 days ago, and average order value is £65. A loyal customer with a significant gap.

When this rule does not match

Regular Customer Recent Order

Previous paid orders: 5 | Guest: no

Customer has 5 previous orders and AOV of £50, but last ordered only 20 days ago - within the 45-day window.

New Customer Long Gap

Previous paid orders: 2 | Guest: no

Customer has only 2 previous paid orders, which does not meet the 3-order threshold even though the gap and AOV qualify.

Regular Customer Low Aov

Previous paid orders: 4 | Guest: no

Customer has 4 previous orders and a 50-day gap, but average order value is only £25 - below the £30 threshold.

Workflow

This rule includes workflow features that help your team act on flagged orders.

Inbox

Yes

Good to know

Guest checkouts are excluded - all three conditions require a registered customer with order history.
The 45-day gap threshold is fixed in the rule text. Edit the rule to adjust it to your store's typical reorder cadence.
Average order value is calculated across all previous paid orders, not just recent ones. A historically high spender whose recent orders are smaller may still qualify.

Frequently asked questions

Why does this rule require 3 previous orders instead of just checking the gap?

A customer with only one or two orders has not established a pattern. Requiring 3+ orders ensures the rule only flags genuinely regular customers whose absence is meaningful.
Will a customer who last ordered exactly 45 days ago be flagged?

No. The rule requires more than 45 days, so exactly 45 days does not meet the threshold. Adjust the number in the rule text if you need a tighter window.
Does the £30 AOV threshold include shipping and tax?

The average order value is based on the order total as recorded by WooCommerce. Whether that includes shipping and tax depends on your store's configuration.

How to detect lapsing subscription customers in WooCommerce