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Share of Wallet (SOW)


Share of Wallet (SOW) is a financial term that refers to the amount of a customer’s total spending that a business captures in the products and services that it offers. It is a measure of a company’s customer loyalty and way to evaluate market share. It focuses on increasing purchases from existing customers rather than attracting new customers.


Share of Wallet (SOW) in phonetics is: /ʃɛər ɒv ˈwɒlɪt/

Key Takeaways

  1. Measurement of Customer Loyalty: Share of Wallet is an important metric used primarily in the business field to measure customer loyalty. It denotes the percentage of a customer’s total spending that is captured by a particular business or product. Higher SOW indicates higher customer loyalty and satisfaction.
  2. Key Component of Business Strategy: Improving SOW can be a key component of a business’s growth strategy. By focusing on increasing the percentage of a customer’s expenses that go towards your product or services, you can grow revenue without the need to attract new customers which can often be more cost-intensive.
  3. Data Driven Approach: Understanding and improving SOW involves a data-driven approach. By analyzing customer behavior, purchasing habits and feedback, companies can make strategic adjustments to products, services, and marketing efforts to maximize their SOW.


The term “Share of Wallet” (SOW) is paramount in business/finance as it measures the percentage of a customer’s total expenditure that a business captures. It is a key indicator of a company’s customer loyalty and profitability. If a business has a high SOW, it indicates that customers prefer its products or services over its competitors’. Increasing SOW can lead to growth in revenue even without gaining new customers, and it also indicates successful cross-selling and up-selling strategies. Hence, understanding and monitoring SOW is crucial for identifying business growth opportunities and improving customer retention.


Share of Wallet (SOW) is a vital metric in the world of business and finance, designed to evaluate a company’s customer loyalty. The purpose of SOW is to quantify the portion of a customer’s spending within a specific category that is captured by a particular brand or product. By understanding this measure, businesses can better comprehend the extent to which their customers are loyal to their brand and identify market opportunities. Essentially, a larger SOW indicates a higher customer preference and loyalty, suggesting less likelihood for customers to shift to competitors and a higher potential for increased business revenues.Furthermore, SOW is used as an advantageous tool for customer relationship management. Not only can it shed light on a business’s current standings within a given market, but it can also indicate the potential growth opportunities within its existing customer base. By maximizing their share of wallet, businesses can grow their market share without necessarily needing to acquire new customers, which is often a more costly process. Therefore, tracking a company’s SOW forms an integral part of strategic planning, helping to shape a company’s marketing and sales strategy and tactics to enhance customer loyalty and extract greater revenues from existing customers.


1. Credit Card Companies: Credit card companies often use the Share of Wallet strategy to increase consumer spending on their particular card. For example, American Express may strive to increase its SOW by offering specific rewards or cash back on purchases, which encourage consumer usage and thus increase its share of an individual consumer’s credit card spending.2. Retail Stores: Consider a retail store like Walmart. They would want to maximize the SOW of each consumer. To achieve this, they strive to offer a wide range of goods and services so that customers spend more within their stores instead of going to different retailers. By providing groceries, apparel, electronics, etc., they capture a bigger share of each customer’s total retail spending.3. Telecom Companies: In the competitive telecom sector, companies like Verizon, AT&T, and Sprint try to increase their SOW by not just providing mobile network service, but also bundling it with other services like internet, landline, cable TV, and more. With bundled services, these companies aim to capture a greater share of the customer’s total telecom expenditure.

Frequently Asked Questions(FAQ)

What is Share of Wallet (SOW)?

Share of Wallet (SOW) is a business term that refers to the percentage of a customer’s total spending that is captured by a business. This is used as a metric to understand the company’s market share and identify opportunities for growth.

How is Share of Wallet (SOW) calculated?

SOW is calculated by dividing the customer’s spending on a company’s product or services by the total amount they spend in that category. It is usually expressed as a percentage.

What is the importance of Share of Wallet (SOW) in business?

The Share of Wallet represents how significant your business is to your customers. Understanding your SOW can help in strategic planning, providing the direction for efforts to increase customer loyalty and expand the business.

How can businesses increase their Share of Wallet (SOW)?

Businesses can increase their SOW by upselling and cross-selling to existing customers, improving customer service, offering loyalty programs, promoting discount offers, and introducing new products or services.

What is the difference between Share of Wallet (SOW) and Market Share?

While both are related to the competition, they measure different things. Market share looks at a company’s sales in relation to the total sales within the market, while SOW focuses on the proportion of customer’s spending that a business captures.

Is there a minimum and maximum limit for Share of Wallet (SOW)?

The SOW of a business can range from 0% (none of the customer’s spending in a category goes to the business) to 100% (all of the customer’s spending in a category goes to the business).

Can Share of Wallet (SOW) change over time?

Yes, businesses can see their SOW fluctuate over time depending on consumer spending habits, market trends, competition, and the success of their strategies to increase customer spending.

How does Share of Wallet (SOW) relate to customer loyalty?

A higher SOW often indicates stronger customer loyalty since the customer allocates a larger proportion of their spending on a company’s product or service. Consequently, focusing on strategies to increase SOW can also enhance customer loyalty.

Related Finance Terms

  • Customer Lifetime Value (CLV)
  • Market Share
  • Consumer Behavior
  • Purchase Frequency
  • Cross-Selling

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