RFM Calc
RFM segments, lifetime value, and cohorts from an order CSV exported by any store, with a free-for-life plan
RFM Calc is a platform-agnostic ecommerce reporting tool from the UK that turns an uploaded order CSV from any store, including Shopify, WooCommerce, Magento, and Wix, into RFM segmentation, customer lifetime value, cohort, time-between-orders, and new-versus-returning reports, scores every customer on recency, frequency, and monetary value in a downloadable customer file for email and ad audiences, and adds custom RFM segments and AI revenue forecasting on paid plans, with a free-for-life plan and paid plans from £19 a month.
Overview
RFM Calc takes the opposite approach to the Shopify apps in this category. There is no store integration, tracking script, or API connection; you export your orders as a CSV, upload it, map four required columns (order ID, order date, order value, and customer ID, which can be an email address), and the service generates a set of reports. That makes it work with almost anything that can export orders, and the vendor lists Shopify, Magento, WooCommerce, BigCommerce, PrestaShop, Shopware, Squarespace, Wix, and a dozen more, plus ERPs. It also means nothing updates on its own. A segment reflects the file you uploaded, and refreshing it means uploading a newer one or, on the Large and Huge plans, fetching the file automatically from an FTP or SFTP server.
The segmentation is RFM in the classic form. RFM Calc calculates recency, frequency, and monetary boundaries from your data, splits customers into five bins by default (adjustable between three and ten), multiplies the three scores into an overall RFM score, and groups customers into standard segments reported with revenue by month. Standard RFM reports are on every plan, including the free one. Paid plans from Medium upward let you define custom RFM segments, three on Medium and up to ten on Huge. Around the segments sit the reports that explain them: lifetime revenue overall, by year, by first order month, and by first order value, repeat and churn rates by order count, cohort charts by first order month, mean and median time between the first, second, third, and later orders, revenue by location, and custom-column reports that break revenue, lifetime value, and repeat timing down by any field in your file, such as payment method or acquisition channel.
Activation is a file rather than a sync. On every paid plan, each report produces a customer CSV with one row per customer: contact fields, orders placed, total and average spend, first and last order dates, predicted next order date and spend, a lapsed flag, individual recency, frequency, and monetary scores, the overall RFM score, and standard and custom segment labels. The vendor suggests using it to build email segments or ad custom audiences, and it is detailed enough to do that well, but the import into Klaviyo or Meta is yours to do and the file is deleted after seven days. There is no live audience sync of the kind By the Numbers, Segments by Tresl, Metorik, and Peel offer.
The pricing is simple and cheap. Beyond the free-for-life plan, Small is £19 a month, Medium £39, Large £69, and Huge £99, billed monthly in pounds with no annual option, and plans differ by projects, users per project, order rows per upload, custom columns, custom RFM segments, audit logging, forecasting, and FTP access. Large and Huge were cut from £179 and £299 in June 2025. The service has privacy in its favor: uploaded order files are converted to temporary tables and deleted once the report is generated, customer data can be anonymized, and no personal data is required at all if you hash customer IDs first. RFM Calc is a UK company that says it has processed data since 2020; it does not name its founders on its site.
Best for
Small ecommerce businesses on any platform, including those outside Shopify's app ecosystem or running an ERP, that want proper RFM segmentation, lifetime value, and repeat-purchase timing from their order history for free or £19 to £39 a month, and are comfortable exporting a CSV and importing the segmented customer list into their email or ad tools themselves.
Not the right fit for
- Stores that want segments to stay live and sync into Klaviyo, Meta, Google Ads, or TikTok automatically; RFM Calc produces a file you import yourself.
- Teams that need daily or real-time segment updates without manual uploads, unless they pay for FTP or SFTP fetching on Large or Huge.
- Businesses that want profit-based lifetime value; the reports measure lifetime revenue unless you supply margin data yourself.
- Buyers who want annual pricing or billing in dollars; plans are monthly and charged in pounds.
- Anyone who wants refunds on a cancelled plan; the vendor states none are offered.
How it works
- 1
You create a free account at app.rfmcalc.com with no credit card and set up a project for each store, choosing the reporting currency and date format.
- 2
You export orders from your store or ERP as a CSV and upload it, mapping order ID, order date, order value, and customer ID, plus any custom columns you want reported. Large and Huge plans can fetch the file from an FTP or SFTP server instead.
- 3
RFM Calc's background workers calculate RFM boundaries and generate the report set, usually within a few minutes, with paid plans prioritized in the queue. The uploaded file and temporary tables are then deleted.
- 4
You read the RFM, lifetime value, cohort, time-between-orders, and custom-column sections in the dashboard, and export any chart as PNG, SVG, or CSV and any table as CSV, Excel, or PDF.
- 5
On a paid plan you download the customer CSV with RFM scores, segments, predicted next order date, and lapsed status, and import it into your email tool or ad platform before it is deleted seven days later.
Feature breakdown
20 features in 4 modulesRFM segmentation
Recency, frequency, and monetary scoring on the full order history you upload.- Automatic RFM boundaries
- Boundaries for recency, frequency, and monetary value are calculated from your own order data rather than fixed thresholds.
- Adjustable bin count
- Customers are scored one to five by default, and the number of bins can be set anywhere from three to ten per project.
- Standard RFM segments on every plan
- Customers are grouped by overall RFM score (recency times frequency times monetary) into standard segments, with monthly and overall revenue per segment, including on the free plan.
- Custom RFM segments
- Define your own segments per project: three on Medium, six on Large, and ten on Huge, reported alongside the standard ones.
- Lapsed customer flag
- A customer is marked lapsed when their predicted next order date has passed the newest order in the file.
Lifetime value and repeat behavior
The reports that explain what a segment is worth and when it buys again.- Customer lifetime revenue
- Lifetime value tables overall and by year, by first order month, and by first order value, plus repeat and churn rates by order count, on every plan.
- Cohort analysis
- Customers grouped by first order month, with revenue and orders in every later month and the average age of returning customers over time.
- Average time between orders
- Mean and median gaps between first and second, second and third, and later orders, the longest gap recorded, and repeat revenue by weeks since the previous order.
- New versus returning customers
- Orders and revenue split between new and returning customers by month, with each group's total contribution.
- Revenue by location
- Revenue at country and region level on a map and in charts.
Custom analysis and forecasting
Extra dimensions and projections on paid plans.- Custom column reports
- Report revenue, lifetime value, and time between orders by any column in the file, such as payment method, shipping method, or a source channel merged in from Google Analytics; two columns on Small, up to ten on Huge.
- AI revenue forecasting
- A month-by-month forecast of revenue, orders, and average order value for two to ten years, with an AI-written analysis of past revenue and a projected new-versus-returning split, on Medium and above.
- Order filtering
- Exclude orders by status, channel, customer ID with wildcards, or date range when scheduling a report, and save the settings per project.
- Multi-currency conversion
- Orders in other currencies are converted to the project's base currency at prevailing rates when an ISO currency code column is present.
Data handling and export
Getting data in, segments out, and keeping customer data safe.- Platform-agnostic CSV import
- Any store or ERP that exports orders to CSV works, with automatic detection of common platform formats and saved column mappings.
- FTP and SFTP fetching
- On Large and Huge, order files can be pulled from an FTP server, and since January 2026 over SFTP.
- Customer CSV export
- On paid plans, one row per customer with contact fields, spend, order dates, predicted next order date and spend, RFM scores, and segment labels, for email lists or custom audiences.
- Chart and table export
- Charts export as PNG, SVG, or CSV and tables as CSV, Excel, or PDF.
- Anonymization and deletion
- Customer data can be anonymized per project, uploaded order files are deleted once reports are generated, and customer CSVs are removed after seven days.
- Projects, users, and audit logs
- Separate projects per store, invited users with granular permissions, and project audit logging on Medium and above.
Use cases
4 documentedWooCommerce store owner without an analytics budget
The owner wants to know who the best customers are and how long repeat buyers take to return, but has never had more than the store's own dashboard.
On the free plan, an order export produces RFM segments, lifetime value, cohorts, and time-between-orders reports, and the time-to-second-order figure sets the timing of a follow-up email.
Retailer on a platform the Shopify apps do not support
The business sells through an ERP and a niche cart that no segmentation app integrates with.
Both systems export a CSV, RFM Calc produces one set of RFM segments from it, and the paid customer file feeds a win-back campaign for customers flagged as lapsed.
Marketer building paid social audiences
The team wants a lookalike seed of its highest-value customers and an exclusion list of recent buyers.
The Small plan's customer CSV is filtered on RFM score and recency, and the two lists are uploaded to Meta as custom audiences.
Agency reporting on several client stores
An ecommerce agency wants a consistent lifetime value and RFM report for each client, whatever platform they use.
Each client is a separate project on the Large plan, with client users invited to view reports and order files fetched from each client's SFTP server on a schedule.
Pricing
from £19 per month (about $25) for the Small plan, billed monthly in pounds; no annual rate is published. A free-for-life plan covers the core reportsMonthly subscription in pounds sterling with a free-for-life plan and four paid plans that differ by projects, users per project, order rows per upload, custom report columns, custom RFM segments, audit logging, AI forecasting, and FTP access. Reports are unlimited on every plan.
| Plan | Price | Includes |
|---|---|---|
| Free | £0 forever |
Plan limits are published only inside the account; free-plan reports are queued behind paid ones. |
| Small | £19 per month |
The vendor shows about $25.43 or €22.15. No custom RFM segments or forecasting. |
| Medium | £39 per month |
Marked most popular; about $52.19. |
| Large | £69 per month |
Cut from £179 in June 2025; about $92.34. |
| Huge | £99 per month |
Cut from £299 in June 2025; about $132.49. |
Billing notes
- All plans are monthly and charged in GBP through Stripe; the dollar and euro figures on the pricing section are approximate conversions. No annual billing is published.
- Payment by card, supported bank transfers, Link, and Klarna.
- Plans can be changed or cancelled at any time from the billing portal; cancelling drops the account to the free plan immediately.
- The vendor states it does not offer refunds for cancelled plans or for the remainder of a subscription when an account is deleted.
- Downgrading below a plan's project limit deletes the oldest projects over the limit automatically.
- Row limits apply per upload, and each line of a multi-line order counts against the limit even though only the first line is used.
Value assessment: For the price, RFM Calc delivers more analysis than anything else in this category. The free plan alone gives a small store RFM segments, lifetime value by first order month and value, cohorts, and repeat-purchase timing, which competitors charge $19 to $59 a month for, and £19 adds the customer file with every customer's scores and predicted next order. It also works on platforms the Shopify apps cannot see. What the money does not buy is automation. Segments are as fresh as the last upload, activation means importing a CSV into Klaviyo or Meta yourself, and hands-free refresh needs the £69 Large plan's FTP or SFTP fetch. A Shopify store with an active Klaviyo program will get more from By the Numbers at $19 with hourly sync; a store on WooCommerce, Magento, or an ERP that runs segmented campaigns monthly will find RFM Calc hard to beat.
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 | $19 | 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
- Works with any ecommerce platform or ERP that can export orders to CSV, with no integration or tracking code.
- A free-for-life plan that includes standard RFM segments, lifetime value, cohorts, and time-between-orders reports.
- RFM bins adjustable from three to ten, and custom RFM segments from the £39 plan.
- A detailed customer CSV with RFM scores, segment labels, predicted next order date and spend, and a lapsed flag on every paid plan.
- Strong privacy handling: uploads deleted after processing, optional anonymization, and no personal data required.
- Low paid prices from £19 a month, with Large and Huge cut sharply in June 2025.
- Active in 2026, with SFTP support added in January and a changelog maintained since 2022.
Limitations
- No live audience sync to Klaviyo, Meta, Google Ads, or TikTok; the customer file must be imported manually.
- Segments do not refresh on their own unless you pay for FTP or SFTP fetching on Large or Huge.
- The customer CSV is not on the free plan and is deleted after seven days.
- Lifetime value is lifetime revenue unless you add margin data yourself.
- Free-plan limits and the full plan comparison are only visible after sign-in.
- Billed monthly in pounds only, with no annual rate and no refunds.
- Founders, company name, and headcount are not published; only a UK location is stated.
Head-to-head comparisons
4 alternativesRFM Calc vs Putler
from $20 per month for businesses with up to $10,000 in monthly revenue, billed monthly; no annual rate is publishedBoth suit small sellers outside a single Shopify store. Putler connects directly to payment gateways, carts, and marketplaces, merges them into one customer list, and redraws eleven RFM segments daily from $20 a month, exporting to CSV and Mailchimp. RFM Calc needs a CSV upload rather than live connections, but has a free plan, adjustable RFM bins and custom segments, predicted next order dates, and deeper repeat-timing reports from £19. Businesses that want segments kept current without effort should choose Putler; those who want more analysis for less, and can upload a file each month, should choose RFM Calc.
Full RFM Calc vs Putler comparisonRFM Calc vs By the Numbers
from $19 per monthBy the Numbers is a $19 Shopify app with a sixteen-cell RFM matrix, more than seventy-five filters, and hourly sync to Klaviyo, Meta, Google Ads, and TikTok. RFM Calc costs about the same at £19, or nothing on the free plan, and works on any platform, but produces a CSV rather than a live audience. A Shopify store running Klaviyo flows should choose By the Numbers; a store on another platform, or one that wants the analysis without paying, should choose RFM Calc.
Full RFM Calc vs By the Numbers comparisonRFM Calc vs Metorik
from $25 per month for up to 100 orders a monthMetorik prices by orders from $25, offers more than 500 filters, sends email, and syncs self-updating segments to Facebook and Google Ads every six hours for WooCommerce and Shopify. RFM Calc is cheaper and platform-agnostic, with a stronger free tier on lifetime value and repeat timing, but no live connection, no email, and no audience sync. WooCommerce stores that want an operational segmentation tool should take Metorik; stores that need periodic RFM analysis at minimal cost should take RFM Calc.
Full RFM Calc vs Metorik comparisonRFM Calc vs Repeat Customer Insights
from $59 per monthRepeat Customer Insights is a Shopify RFM and cohort app for consumables brands from $59, with segments synced to Shopify tags and Klaviyo and written advice on what to change. RFM Calc covers similar ground on RFM, cohorts, and time between orders for free or from £19, on any platform, but leaves interpretation and activation to you. Shopify consumables brands that want guidance and sync should pick Repeat; budget-conscious or non-Shopify stores should pick RFM Calc.
Full RFM Calc vs Repeat Customer Insights comparisonPairs well with
6 categoriesRFM Calc is a segmentation tool, and a team running it still has 6 neighbouring categories to staff. The pick in each is Resend for email service providers, Mailmodo for marketing automation, Pendo for product analytics & session replay, Churn Solution for retention & churn prevention, Emotive for SMS marketing and Metronome for subscription billing, each the leading tool in that category on published criteria.
- ResendEmail Service Providers · Innovation
- Because
- RFM Calc is built for segmentation, not ESPs. Resend adds broadcasts with topic-level subscription preferences.
- Benefit
- An opt-in audience is owned rather than rented, and reaching it costs nothing per send.
- MailmodoMarketing Automation · Innovation
- Because
- RFM Calc is built for segmentation, not automation. Mailmodo adds in-email form and rating blocks.
- Benefit
- Follow-up fires off behaviour rather than a calendar, so nobody is chased at the wrong moment.
- PendoProduct Analytics & Session Replay · Innovation
- Because
- RFM Calc is built for segmentation, not product analytics. Pendo adds strong multi-product and account-level reporting.
- Benefit
- Feature usage and drop-off are measurable, so a roadmap argument can end with evidence.
- Churn SolutionRetention & Churn Prevention · Innovation
- Because
- RFM Calc lists lifetime value is lifetime revenue unless you add margin data yourself among its limits. Churn Solution adds a three-month money-back guarantee if savings.
- Benefit
- Accounts at risk surface while there is still time to call, rather than at renewal.
- EmotiveSMS Marketing · Innovation
- Because
- RFM Calc is built for segmentation, not SMS. Emotive adds TextPros bundles real human copywriting.
- Benefit
- The urgent message gets read within minutes, on the one channel almost nobody ignores.
- MetronomeSubscription Billing · Innovation
- Because
- RFM Calc sends buyers elsewhere for annual pricing or billing in dollars. Metronome adds real-time customer-facing spend visibility.
- 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 RFM Calc stackImplementation & onboarding
- Setup time
- Minutes. Creating an account and a project is quick, and the vendor says most reports are generated within a few minutes of upload. The main work is exporting a clean order CSV; the vendor recommends at least two years of history.
- Learning curve
- Low for reading reports. Getting the most from custom columns and merged data, such as adding a source channel from Google Analytics, takes spreadsheet skills, and the vendor's FAQ includes Excel formulas for it.
- Onboarding
- Self-serve, with help icons on every setting, video guides for the main reports, a FAQ, a changelog, and a contact form. No onboarding call is advertised.
- Migration notes
- Nothing is locked in: RFM Calc never keeps your order data, so leaving means downloading any report exports and customer files you want before cancelling. Paid features stop immediately on cancellation, when the account drops to the free plan.
Platform, API & security
- Platforms
- Web appCSV uploadFTP and SFTP fetch on Large and Huge
- API
- No public API. Data comes in by CSV upload or FTP and SFTP, and goes out as chart, table, and customer CSV exports.
- Compliance
- GDPR compliance claimed; the vendor does not collect data from your customers directly and supports anonymizationPrivacy policy includes California resident rightsNo security certifications published
- Data residency
- Not published. The service is established in England.
- SSO
- Not advertised.
- Security notes
- Uploaded CSVs are converted to temporary database tables and both are permanently deleted when the report is complete; generated customer CSVs are stored securely and deleted after seven days. Customer IDs can be hashed before upload so no personal data reaches the service.
Support & resources
- Channels
- Contact formEmail (support at rfmcalc.com)
- Documentation
- Pages for each report type with video guides, a FAQ covering imports, reports, plans, and privacy, a supported-platforms list, and a public changelog from 2022 to January 2026.
- Community
- A G2 profile (the vendor cites a 5 out of 5 rating) and a LinkedIn page; no user community.
Company
- Founded
- 2020
- Headquarters
- England, United Kingdom
- Ownership
- Privately held
- Employees
- Not disclosed
- Funding
- No funding, founders, or company registration published. The founding year is a proxy: the site footer counts orders processed since 2020, and the June 2025 changelog entry refers to the service's upcoming fifth birthday. The FAQ describes RFM Calc as a UK-based company and the terms say the site is established in England.
Timeline
- 2020RFM Calc begins processing orders, per the site footer; used here as the founding year.
- 2022Custom RFM segments and FTP server integration are added in March, and revenue by location reports in May.
- 2024AI and machine learning revenue forecasting launches in January for Medium plans and above.
- 2025RFM Calc 2.0 launches in March with a redesigned interface and adjustable RFM segment counts; Large and Huge plan prices are cut in June; sixteen more currencies are added in December.
- 2026SFTP support is added in January, and paid plans stand at £19 to £99 a month.
Integrations
- Shopify (CSV)
- WooCommerce (CSV)
- Magento and Adobe Commerce (CSV)
- BigCommerce (CSV)
- PrestaShop (CSV)
- Shopware (CSV)
- Squarespace (CSV)
- Wix (CSV)
- Ecwid, EKM, Big Cartel, Bluepark, GoDaddy, nopCommerce, PinnacleCart, ShopWired, Volusion, Weebly (CSV)
- FTP and SFTP servers
Frequently asked questions
13 questionsWhat is RFM Calc?
RFM Calc is an ecommerce reporting tool that turns an order CSV from any store into RFM segmentation, customer lifetime value, cohort, and repeat-purchase reports, and on paid plans produces a customer file with each customer's RFM scores and segment for use in email and ad campaigns.
How much does RFM Calc cost?
There is a free-for-life plan. Paid plans are Small at £19 a month, Medium at £39, Large at £69, and Huge at £99, billed monthly in pounds, and differ by projects, users, order rows per upload, custom columns, custom RFM segments, forecasting, and FTP access.
Does RFM Calc connect to Shopify or WooCommerce?
Not directly. It works from a CSV of your orders, which Shopify, WooCommerce, Magento, and most other platforms can export. That is what makes it platform-agnostic; on Large and Huge the file can be fetched automatically from an FTP or SFTP server.
Is RFM segmentation on the free plan?
Yes. Standard RFM segment reports are available on every plan, including the free one. Custom RFM segments start on the £39 Medium plan, and the customer CSV with individual scores is on every paid plan.
Can I send segments to Klaviyo or Meta?
Only by file. The paid customer CSV includes RFM scores, segment labels, and contact fields, and can be imported into Klaviyo, Meta custom audiences, or any other tool. There is no automatic sync, and the file is deleted after seven days.
How often do segments update?
Whenever you generate a new report from a newer order file. There is no live connection, so segments reflect the data in the last upload.
What data does RFM Calc need?
Four columns: order ID, order date, order value, and a customer ID, which can be an email address or a hashed value. Other columns can be added as custom columns for extra reports.
What happens to my data?
The uploaded CSV is converted to temporary tables and both are deleted as soon as the report is generated. Customer CSVs are kept for seven days. You can anonymize customer data per project or hash IDs before uploading.
Does RFM Calc offer refunds?
No. The vendor says it cannot offer refunds for cancelled plans. You can cancel at any time, which drops the account to the free plan immediately.
Who makes RFM Calc?
A UK-based company established in England, according to its FAQ and terms. The site does not name its founders or its registered company.
What should I pair RFM Calc with?
RFM Calc is a segmentation tool, and a team running it still has 6 neighbouring categories to staff. The pick in each is Resend for email service providers, Mailmodo for marketing automation, Pendo for product analytics & session replay, Churn Solution for retention & churn prevention, Emotive for SMS marketing and Metronome for subscription billing, each the leading tool in that category on published criteria.
What do I pair with RFM Calc for Email Service Providers?
Resend. RFM Calc is built for segmentation, not ESPs. Resend adds broadcasts with topic-level subscription preferences.
Is RFM Calc enough on its own?
For segmentation, yes. RFM Calc does not cover marketing automation, product analytics & session replay and retention & churn prevention, and its own profile says so; Mailmodo, Pendo and Churn Solution are the tools that fill those gaps.
Editorial verdict
RFM Calc is the most analysis per pound in this category and the least automation. For free, a small store on any platform gets standard RFM segments, lifetime value by first order month and value, cohorts, and repeat-purchase timing from a single order export; for £19 a month it adds a customer file with every customer's scores, segment, predicted next order, and lapsed status, and for £39 custom RFM segments and forecasting. It handles customer data carefully, deleting uploads after processing. The trade is that nothing is live: segments are as current as the last upload, activation means importing a CSV into Klaviyo or Meta yourself, the file disappears after seven days, and hands-free refresh needs the £69 plan. Stores outside Shopify, or anyone who runs segmented campaigns monthly and wants the analysis cheaply, should start here; Shopify brands that need audiences synced every hour should choose By the Numbers or Tresl.
Written by the SaaSTracker editorial team. Awards, when shown, are judged against the published criteria in our methodology.