Share of wallet

What is Share of Wallet?

Share of Wallet (SOW) is a term used to describe the amount of a customer’s total spending that goes to a particular company or brand. It is a measure of how much business a company can capture from its customers. It is a ratio of the company’s sales to the customer’s total spending in a particular category.

Why is Share of Wallet important?

Share of wallet is an important metric for businesses because it helps them assess their market share and customer loyalty. By understanding their share of wallet, companies can identify which customers are most valuable and adjust their strategies accordingly. For example, if a company has a low share of wallet for a particular customer, it may indicate that the customer is not as loyal as others. The company can then work to increase its share of wallet by offering more attractive offers and incentives.

How to increase Share of Wallet?

Share of wallet can be increased by:

  • Improving customer loyalty
  • Offering discounts, coupons, and other incentives
  • Improving product quality and customer service
  • Developing a strong brand and reputation
  • Creating an effective marketing strategy
  • Providing a better online shopping experience

By focusing on these areas, companies can increase their share of wallet and maximize their profits.


Share of wallet is a key metric that can help businesses understand their market share, customer loyalty, and overall profitability. By focusing on loyalty and offering attractive incentives, companies can increase their share of wallet and maximize their profits.References:Share of walletCustomer loyaltyMarketing strategy