Share of wallet is the portion of a customer's total spend in a category that a single company captures. The goal is not to win new customers but to get existing customers to place a larger share of their purchases with the same provider. The concept is used to assess the upsell potential within the current customer base.
An online store can increase its share of wallet by offering accessories and consumables, so the customer buys those from the store too, rather than from competitors.
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