Share of Wallet

The percentage of a customer's total spending in a category that goes to a specific brand, measuring how much of an existing customer's relevant budget a business is capturing.

Increasing share of wallet from existing customers is one of the most profitable growth strategies. A customer who already trusts a brand needs far less convincing to buy more from it than a new customer needs to buy at all.

A business coaching founder calculates that her typical client spends £8,000 per year on coaching and learning overall, but only £2,400 with her. Her share of wallet is 30%. She develops adjacent offers including a resource library and a mastermind programme, growing her share of wallet to 55% without acquiring new clients.