A one-time customer, also called a new customer, is a person or business who has only purchased once from your store.
They are important because they have shown the first behavior that makes them a customer. Before that time they were a visitor, prospective customer, or lead. All customers start out as one-time customers, a few might transition to a returning customer or repeat customer.
The vast majority of ecommerce customers are one-time customers.
Eric Davis
Is one flavor better at keeping customers?
Compare how your variants perform to find the ones that keep customers buying over and over again.