share of wallet (SOW)

Share of wallet (SOW) is the regular amount of money a consumer spends with a specific brand, compared to what they spend with competitors within the same category. Customers likely have a set budget they will spend on a type of product or a product category or service. Therefore, share of wallet (SOW) is the percentage of that customer’s budget spent with one brand instead of competing brands. Share of wallet is a metric typically used by business-to-consumer (B2C) or direct-to-consumer (D2C) companies.