Peel Insights
Retention analytics for Shopify and Amazon brands, with RFM and custom audiences sent to Klaviyo, Attentive, and Meta
Peel Insights is a retention analytics platform for Shopify and Amazon brands that combines store, subscription, email, and ad data, scores customers into RFM segments, lets an operator build audiences from dozens of cohort analyses and filters, sends those audiences to Klaviyo, Attentive, and Meta or exports them, and reports lifetime value, repurchase, and subscription metrics in pre-built dashboards, priced by monthly order volume from $179 a month on the annual rate or $199 month to month.
Overview
Peel is a retention analytics product first and a segmentation tool second, and that ordering is what separates it from the Shopify apps in this category. Where Segments by Tresl or By the Numbers start from the customer list and push audiences out, Peel starts from the question of why customers come back or do not: cohort retention, lifetime value by acquisition month, time between orders, subscription churn, and which products lead to a second purchase. Segmentation is how those answers become action, and Peel's Audiences feature turns any of its analyses into a list you can send somewhere.
The segmentation itself is capable. The home page scores every customer on recency, frequency, and monetary value and shows the RFM segments immediately. Audiences can be built from a filter set or created directly from any of the 38 cohort analyses, scoped to customers acquired in a date range or across all time, and saved as dynamic, progressive, or static, so an operator can choose between a live population and a fixed list. Audiences then go to Klaviyo, Attentive, or Facebook, or are downloaded for anything else. Overlap and trait views show how one audience relates to another and what its baseline lifetime value and order frequency look like.
What Peel adds that the cheaper apps do not is breadth of data. Shopify and Amazon orders sit alongside GA4, Google, Meta, and Amazon ad networks, Klaviyo and Attentive, the post-purchase survey tool Fairing, and subscription platforms including Recharge, Skio, Smartrr, Bold, Awtomic, and Stay.ai. Data refreshes daily, daily digests go to Slack or email, and every plan includes Snowflake access for SQL queries and multi-touch attribution with UTMs. That makes it closer to a small business intelligence layer for a DTC brand than to a segment builder.
The commercial shape reflects that. Pricing is set by monthly store orders, starting at $179 a month on the annual rate billed monthly, or $199 month to month, with Essentials from $449 and Accelerate from $809 on the annual rate, and a Tailored plan through sales above 62,000 monthly orders. Every feature is on every plan; higher plans buy more order volume, more connected stores, customer success support, and custom report credits. Peel was founded by Nicolas Grasset, Yasmin Nozari, and Phillipe Casorla Sagot, raised a $5.2 million round in 2021, and now operates as a Relay Commerce company alongside the subscription app Smartrr and the repeat-revenue product Relo.
Best for
Shopify and Amazon brands with several thousand orders a month, especially subscription and consumable brands, that want retention analytics across store, subscription, email, and ad data in one place and a way to turn any analysis into an audience for Klaviyo, Attentive, or Meta.
Not the right fit for
- Small stores that only need RFM segments synced to Klaviyo, which By the Numbers or Segments by Tresl do for a fraction of the price.
- Stores on WooCommerce, BigCommerce, or a custom platform, since Peel's store connectors are Shopify, Amazon, and Walmart.
- Teams that want a segment to push to Google Ads or TikTok natively; the documented audience destinations are Klaviyo, Attentive, and Facebook.
- Anyone looking for acquisition data; Peel analyzes customers you already have.
- Brands that need a long free evaluation; the trial is seven days and covers one year of history.
How it works
- 1
You install Peel from the Shopify App Store or sign up on the site and connect your store, Amazon Seller Central, and whichever marketing, ad, and subscription tools you use. The vendor says connections take under five minutes.
- 2
Peel imports and computes your data and emails you when the dashboards are ready, which the vendor says happens within 24 hours. The seven-day trial only starts once the data has loaded, and during the trial computations cover the past year of history.
- 3
The home page shows your retention north-star metrics, orders per customer, lifetime value per customer, and the share of returning orders, above RFM segments for your whole customer base.
- 4
You build audiences from filters or straight from any cohort analysis, choose whether each is dynamic, progressive, or static, and name it.
- 5
You send the audience to Klaviyo, Attentive, or Facebook, or download it, then keep measuring it in Peel to see whether the campaigns moved its lifetime value and repurchase rate.
Feature breakdown
21 features in 4 modulesSegmentation and audiences
RFM on the home page, and any analysis as a sendable list.- RFM segments on the home page
- Every customer is scored on recency, frequency, and monetary value and grouped into segments shown as soon as you log in, beside the retention north-star metrics.
- Audiences from any cohort analysis
- An audience can be created from the Audience builder or directly from any of the 38 cohort analysis metrics, so the segment is born from the finding rather than rebuilt by hand.
- Detailed audience filters
- Filters cover purchase patterns, products, acquisition date, and analysis results, and can be combined freely, with the acquisition window set to a date range or all time.
- Dynamic, progressive, or static audiences
- Dynamic audiences add and drop customers as they change, progressive ones only grow as customers qualify, and static ones stay fixed, which matters when the same list must be measured before and after a campaign.
- Audience overlap and traits
- See how two audiences intersect and what an audience's baseline lifetime value, order value, frequency, geography, and days between purchases look like before you spend on it.
- Custom and multi-touch attribution segments
- Segments can be cut by attribution source as well as behavior, so a cohort acquired from one channel can be compared with another.
Activation
Where audiences go once they exist.- Send to Klaviyo
- Audiences are pushed into Klaviyo as lists for email and SMS campaigns and flows.
- Send to Attentive
- The same audiences can go to Attentive for SMS, which is less common among segmentation tools in this category.
- Send to Facebook
- Audiences go to Meta for retargeting or as lookalike seeds.
- Download audience data
- Any audience can be downloaded with contact details for upload to a platform without a native connector.
- Measure after the send
- Audiences stay in Peel after they are sent, so lifetime value and repurchase for that group can be tracked through time.
Retention and subscription analytics
The analysis the segments come from.- Cohort retention and lifetime value
- More than thirty cohort KPIs, with lifetime value defined as net sales less costs for customers acquired in the past 24 months.
- Subscription analytics
- Connecting Recharge, Skio, Smartrr, Bold, Awtomic, Stay.ai, or Loop unlocks subscription metrics such as MRR, churn, and lifetime value per subscriber.
- Product and market basket analysis
- SKU-level metrics, bundles, and customer journeys show which products lead to a second order.
- Pre-built and custom dashboards
- A template library of dashboards and reports with drill-down slices, plus custom dashboards built on the same data.
- Daily digests
- A daily summary of key metrics goes to Slack or email, with scheduled CSV and report delivery.
Data and platform
Breadth of sources, and access to the underlying data.- Shopify, Amazon, and Walmart data
- Store orders from several sales channels in one place, with multiple stores on the higher plans.
- Marketing and ad connectors
- GA4, Google, Meta, and Amazon ad networks, Klaviyo, Attentive, and the post-purchase survey tool Fairing.
- Snowflake data access
- Every plan includes access to the modeled data in Snowflake for SQL queries, on the web or programmatically.
- Cost and currency handling
- Cost of goods, automated currency conversion, and multi-touch attribution with UTMs are included on every plan.
- Daily data refresh
- Data is refreshed automatically every day.
Use cases
4 documentedSubscription brand fighting churn
Subscribers cancel after the third box and nobody can tell which acquisition cohort or product is responsible.
Subscription metrics from Recharge or Skio sit beside cohort retention, and the at-risk subscribers become a dynamic audience sent to Klaviyo and Attentive.
Retention lead at a Shopify and Amazon brand
Repeat-purchase reporting lives in two platforms and two spreadsheets, and the numbers never match.
Shopify and Amazon orders are analyzed together, and RFM segments and lifetime value are computed on one definition.
Email marketer planning a win-back
A cohort analysis shows customers who bought a specific product twice rarely order a third time, but turning that insight into a list takes an analyst.
The audience is created straight from the cohort analysis, sent to Klaviyo, and measured in Peel after the campaign.
Paid social team seeding lookalikes
Lookalike audiences are seeded from all purchasers rather than the customers who actually repeat.
An audience of high-frequency, high-value customers is sent to Facebook as a lookalike seed, and its overlap with existing audiences is checked first.
Pricing
from $179 per month on the annual rate, or $199 month to monthMonthly subscription priced by monthly store orders, with every feature on every plan; higher plans add order volume, connected stores, customer success support, and custom report credits. An annual rate is billed monthly at a discount.
| Plan | Price | Includes |
|---|---|---|
| Core | From $179 per month on the annual rate billed monthly, or from $199 month to month |
Price rises with monthly order volume within the plan; the entry figure is for the smallest stores it serves. |
| Essentials | From $449 per month on the annual rate billed monthly, or from $499 month to month |
|
| Accelerate | From $809 per month on the annual rate billed monthly, or from $899 month to month |
|
| Tailored | Custom quoted by sales |
|
Billing notes
- Prices scale with the store's monthly orders, so the published figures are starting points; the slider on the pricing page sets the exact rate.
- The annual rate is billed monthly: $179 against $199 on Core, $449 against $499 on Essentials, and $809 against $899 on Accelerate.
- On the Shopify App Store the same plans list at $199, $499, and $899 a month, or $2,148, $5,389.20, and $9,709.20 a year, about 10 percent off.
- The seven-day trial begins only when data has finished loading and computes insights for the past year only; full history requires a paid plan.
- Every feature is included at every tier; upgrades buy order volume, store connections, support level, and custom report credits.
Value assessment: Peel is expensive for a segmentation tool and reasonable for a retention analytics platform, and which one you are buying decides the verdict. If all you need is RFM segments and a live audience in Klaviyo, By the Numbers does it from $19 and Segments by Tresl from $149, and Peel at $199 month to month is paying for analysis you will not use. If the brand runs subscriptions, sells on Amazon as well as Shopify, and needs cohort lifetime value, subscription churn, and multi-touch attribution alongside the segments, Peel replaces several tools and a part-time analyst, and the $179 annual rate is modest for that. Metrilo, at $199 for a comparable entry and $379 for its segmentation tier, is the nearest like-for-like and does not push audiences into ad platforms. The seven-day trial on one year of data is short for judging a retention product, so arrive with the questions you want answered.
Entry price history
Entry price first recorded on 26 September 2026. It will be re-checked when this category next comes round the rotation.
| Checked | Entry price | What happened |
|---|---|---|
| 26 September 2026 | $179 | First recorded |
Dates are when SaaSTracker checked the vendor’s published pricing, not when the vendor changed it. See the price changes log for movements across the whole database.
Strengths & limitations
Strengths
- RFM segments on the home page and audiences created directly from any of 38 cohort analyses.
- Audiences can be dynamic, progressive, or static, which keeps campaign measurement honest.
- Native audience sends to Klaviyo, Attentive, and Facebook, plus downloads for anything else.
- Broad data coverage: Shopify, Amazon, and Walmart orders, ad networks, email and SMS tools, survey tools, and major subscription platforms.
- Every feature on every plan, including Snowflake data access and multi-touch attribution.
- Strong subscription analytics for brands on Recharge, Skio, Smartrr, and similar platforms.
- A 5.0 rating across 38 Shopify App Store reviews.
Limitations
- Starts at $179 to $199 a month, several times the price of the Shopify segmentation apps in this category.
- No native audience send to Google Ads or TikTok is documented.
- Shopify, Amazon, and Walmart only; WooCommerce and other platforms are not supported as stores.
- The seven-day trial covers only the past year of data.
- Price rises with order volume within each plan, so the published figures are floors rather than quotes.
- The founding team has moved on and the product is now one of several in the Relay Commerce portfolio, which buyers should weigh for roadmap continuity.
Head-to-head comparisons
5 alternativesPeel Insights vs By the Numbers
from $19 per monthDifferent price classes built for different jobs. By the Numbers is a $19 Shopify app with a sixteen-cell RFM matrix, seventy-five-plus filters, and hourly sync to Klaviyo, Meta, Google Ads, and TikTok. Peel starts at $179 on the annual rate, syncs to Klaviyo, Attentive, and Facebook, and adds Amazon data, subscription analytics, and Snowflake access. For segments and live audiences on a budget, By the Numbers wins easily; for retention analysis across channels, Peel does work the cheaper app does not attempt.
Full Peel Insights vs By the Numbers comparisonPeel Insights vs Segments by Tresl
from $49 per monthBoth turn customer analysis into audiences for Shopify stores. Tresl is $149 with daily sync to Klaviyo, Meta, Google Ads, and TikTok and a plain-English segment builder. Peel costs more, reaches Klaviyo, Attentive, and Facebook, and builds audiences out of a much deeper retention and subscription analytics layer across Shopify and Amazon. Choose Tresl to activate segments cheaply across ad platforms; choose Peel when the analysis behind the segment is the harder problem.
Full Peel Insights vs Segments by Tresl comparisonPeel Insights vs Repeat Customer Insights
from $59 per monthThe two retention specialists in this category. Repeat Customer Insights runs $59 to $249 on Shopify, goes deep on repurchase intervals for consumables, syncs to Shopify tags and Klaviyo, and writes advice tied to your metrics. Peel starts at $179, adds Amazon and subscription platform data, dashboards, Attentive and Facebook sends, and SQL access. A single-store consumables brand gets more per dollar from Repeat; a multi-channel or subscription brand will outgrow it and land on Peel.
Full Peel Insights vs Repeat Customer Insights comparisonPeel Insights vs Metrilo
from $199 per month, about $165 billed annuallyThe nearest like-for-like on price and depth. Metrilo is an analytics and CRM platform from $199 with its own email sending and segmentation on the $379 tier, across several ecommerce platforms, but no ad-platform sync. Peel starts at $179 on the annual rate with segmentation on every plan, sends audiences to Klaviyo, Attentive, and Facebook rather than emailing them itself, and covers Amazon and subscription data. Shopify brands running Klaviyo will usually prefer Peel; brands off Shopify that want one system will prefer Metrilo.
Full Peel Insights vs Metrilo comparisonPeel Insights vs Putler
from $20 per month for businesses with up to $10,000 in monthly revenue, billed monthly; no annual rate is publishedPutler is the low-cost, multi-channel alternative to Peel for small sellers: $20 a month under $10,000 in revenue against Peel's $179 annual-rate entry, with RFM segments and payment gateway and marketplace data Peel does not read. Peel stays far ahead on cohort analysis, subscription analytics, and audience sends to Klaviyo, Attentive, and Facebook, so brands with real order volume and a Klaviyo program belong on Peel.
Full Peel Insights vs Putler comparisonPairs well with
6 categoriesPeel Insights is a segmentation tool, and a team running it still has 6 neighbouring categories to staff. The pick in each is Mailchimp for email service providers, HubSpot Marketing Hub for marketing automation, Amplitude for product analytics & session replay, Paddle Retain for retention & churn prevention, Postscript for SMS marketing and Paddle for subscription billing, each the leading tool in that category on published criteria.
- MailchimpEmail Service Providers · Category Leader
- Because
- Peel Insights lists no native audience send to Google Ads or TikTok is documented among its limits. Mailchimp adds genuine breadth in one account.
- Benefit
- An opt-in audience is owned rather than rented, and reaching it costs nothing per send.
- HubSpot Marketing HubMarketing Automation · Category Leader
- Because
- Peel Insights lists Shopify, Amazon, and Walmart only among its limits. HubSpot Marketing Hub adds shared CRM database across marketing, sales, service, and content.
- Benefit
- Follow-up fires off behaviour rather than a calendar, so nobody is chased at the wrong moment.
- AmplitudeProduct Analytics & Session Replay · Category Leader
- Because
- Peel Insights is built for segmentation, not product analytics. Amplitude adds mature data governance descended from the Iteratively acquisition.
- Benefit
- Feature usage and drop-off are measurable, so a roadmap argument can end with evidence.
- Paddle RetainRetention & Churn Prevention · Category Leader
- Because
- Peel Insights is built for segmentation, not retention. Paddle Retain adds Paddle Billing signup.
- Benefit
- Accounts at risk surface while there is still time to call, rather than at renewal.
- PostscriptSMS Marketing · Category Leader
- Because
- Peel Insights is built for segmentation, not SMS. Postscript adds shopify-native data model.
- Benefit
- The urgent message gets read within minutes, on the one channel almost nobody ignores.
- PaddleSubscription Billing · Category Leader
- Because
- Peel Insights is built for segmentation, not billing. Paddle adds fraud screening and chargeback liability.
- Benefit
- Recurring revenue bills, retries and reconciles itself, including the tax nobody wants to calculate.
Pairings follow the methodology: the leading tool in each complementary category, chosen on published criteria. Placement cannot be purchased.
Full Peel Insights stackImplementation & onboarding
- Setup time
- Connecting the store and tools takes minutes, and the vendor says dashboards are ready within 24 hours, after which the seven-day trial starts. RFM segments and audiences are usable the same day the data lands.
- Learning curve
- Moderate. The pre-built dashboards and RFM home page are immediately readable, but getting value from 38 cohort analyses, audience types, and attribution requires someone who thinks about retention for a living. Monthly product training starts on the Essentials plan.
- Onboarding
- Self-serve install through the Shopify App Store or the website with no credit card; a demo can be booked. Customer success onboarding and email support come with every plan; chat support and monthly product training start on Essentials, and a dedicated Slack channel comes with Tailored.
- Migration notes
- Nothing moves out of Shopify, Amazon, or your marketing tools, since Peel reads from them. Audiences already sent to Klaviyo, Attentive, or Facebook remain there if you leave but stop updating. Snowflake access means your modeled data can be queried and exported before cancelling.
Platform, API & security
- Platforms
- Web appShopify appSnowflake data accessSlack and email digests
- API
- No public REST API is documented; programmatic access is through the Snowflake data share for SQL queries, plus native connectors for Klaviyo, Attentive, and Facebook.
- Compliance
- Hosted on AWS Fargate, which the vendor notes meets PCI DSS Level 1, ISO 27001, SOC 1, 2, and 3 standards at the infrastructure levelA data processing agreement and subcontractor list are publishedAudience sends to Meta and Klaviyo make the brand responsible for the consent basis of each list
- Data residency
- Hosted on AWS; a selectable region is not published.
- SSO
- Not advertised.
- Security notes
- Account data is stored in encrypted Amazon RDS databases with an additional encryption layer on data-source credentials, application servers are not accessible to staff, traffic uses TLS 1.3, and files are deleted automatically within 60 days. The certifications cited belong to AWS's infrastructure, not to Peel itself.
Support & resources
- Channels
- EmailIn-app chatCustomer success onboarding and email support on every planDedicated Slack channel on Tailored
- Documentation
- A help center covering audiences, RFM, segments, integrations, and daily reports, plus guides, a templates library, and an ecommerce analytics explainer series.
- Community
- Regular webinars and a live podcast with DTC operators. A 5.0 rating across 38 Shopify App Store reviews.
Company
- Founded
- 2018
- Headquarters
- Fully remote team
- Ownership
- Owned by Relay Commerce, which runs Peel in its retention division alongside Smartrr and Relo
- Founders
- Nicolas Grasset, Yasmin Nozari, Phillipe Casorla Sagot
- Employees
- Not disclosed
- Funding
- About $5.2 million raised in 2021 from investors including Lerer Hippeau and Eniac Ventures, as announced on Peel's news page. The founding year is an estimate from the peelinsights.com domain's November 2018 registration. The date of the Relay Commerce acquisition is not published by the vendor.
Timeline
- 2018The peelinsights.com domain is registered as the founders begin building automated ecommerce analytics.
- 2021Peel closes a $5.2 million round with investors including Lerer Hippeau and Eniac Ventures.
- 2023Peel ships new Klaviyo metrics and dashboards and launches Peel Explore.
- 2026Peel operates as a Relay Commerce company in its retention division, with RFM and audiences on every plan and pricing from $179 a month on the annual rate.
Integrations
- Shopify
- Amazon Seller Central
- Walmart
- Klaviyo
- Attentive
- Meta Ads
- Google Ads
- Google Analytics 4
- Recharge
- Skio
- Smartrr
- Bold Subscriptions
- Awtomic
- Stay.ai
- Loop Subscriptions
- Fairing
- Slack
- Snowflake
Frequently asked questions
12 questionsWhat is Peel Insights?
Peel is a retention analytics platform for Shopify and Amazon brands. It combines store, subscription, email, and ad data, reports cohort retention, lifetime value, and subscription metrics, scores customers into RFM segments, and turns any analysis into an audience you can send to Klaviyo, Attentive, or Facebook.
How much does Peel cost?
Pricing is set by monthly store orders. Core starts at $179 a month on the annual rate billed monthly or $199 month to month, Essentials from $449 or $499, and Accelerate from $809 or $899. Above 62,000 monthly orders the Tailored plan is quoted by sales. Every feature is included on every plan.
Does Peel do RFM segmentation?
Yes. The home page scores every customer on recency, frequency, and monetary value and shows the resulting segments, and RFM can be used as a filter when building an audience to send to Klaviyo or elsewhere.
Where can Peel send audiences?
The documented destinations are Klaviyo, Attentive, and Facebook, and any audience can be downloaded for upload elsewhere. Native sync to Google Ads or TikTok is not documented, which is a gap against By the Numbers and Segments by Tresl.
Do Peel audiences update automatically?
You choose. A dynamic audience adds and removes customers as their behavior changes, a progressive audience only grows as new customers qualify, and a static audience stays fixed. Static is useful when you need to measure the same group before and after a campaign.
Is there a free trial?
Yes, seven days with no credit card. It starts only once your data has loaded, and during the trial Peel computes insights for the past year of data; full history needs a paid plan.
Does Peel work outside Shopify?
Peel connects Shopify, Amazon Seller Central, and Walmart data. It does not list WooCommerce or BigCommerce, so brands on those platforms should look at Metorik or Metrilo.
Who owns Peel?
Peel was founded by Nicolas Grasset, Yasmin Nozari, and Phillipe Casorla Sagot and raised a $5.2 million round in 2021. It now operates as a Relay Commerce company in Relay's retention division, alongside Smartrr and Relo.
Is Peel worth it for a small store?
Usually not if segmentation is the whole need. A store with a few hundred orders a month that wants RFM segments in Klaviyo will get that for $19 from By the Numbers. Peel pays off when the brand needs retention, subscription, and multi-channel analysis as well as the segments.
What should I pair Peel Insights with?
Peel Insights is a segmentation tool, and a team running it still has 6 neighbouring categories to staff. The pick in each is Mailchimp for email service providers, HubSpot Marketing Hub for marketing automation, Amplitude for product analytics & session replay, Paddle Retain for retention & churn prevention, Postscript for SMS marketing and Paddle for subscription billing, each the leading tool in that category on published criteria.
What do I pair with Peel Insights for Email Service Providers?
Mailchimp. Peel Insights lists no native audience send to Google Ads or TikTok is documented among its limits. Mailchimp adds genuine breadth in one account.
Is Peel Insights enough on its own?
For segmentation, yes. Peel Insights does not cover marketing automation, product analytics & session replay and retention & churn prevention, and its own profile says so; HubSpot Marketing Hub, Amplitude and Paddle Retain are the tools that fill those gaps.
Editorial verdict
Peel Insights is the retention analyst's choice in this category rather than the marketer's. RFM segments on the home page, audiences built straight out of 38 cohort analyses, a choice between dynamic, progressive, and static lists, and sends to Klaviyo, Attentive, and Facebook make the segmentation genuinely useful, and they sit on top of Shopify, Amazon, subscription, and ad data that the cheaper apps never see. The price follows the scope: $179 a month on the annual rate at the very bottom, rising with order volume, which is poor value if all you want is a Klaviyo list and good value if it replaces a BI tool and a part-time analyst. The missing Google Ads and TikTok destinations, the short trial on one year of data, and the move from a founder-led startup to one product in the Relay Commerce portfolio are the things to weigh. Subscription and multi-channel brands with real order volume should trial it; a single Shopify store chasing cheap audience sync should start with By the Numbers.
Written by the SaaSTracker editorial team. Awards, when shown, are judged against the published criteria in our methodology.