How to calculate LTV for marketplace?

Question

Marketing

There is a marketplace. On the one hand, users who do not bring money directly, on the other hand, there are shops that, just the same, generate income.
A store can generate income directly by selling something to a user, or by purchasing a paid account, or by purchasing a paid feature.
How to calculate LTV for a user and a store?

Answer 1

We consider LTV for those who pay money - it means for stores.
If you have a monthly subscription, then the outflow of the store is considered not to renew the subscription within a month.
Next, we take the number of failed stores and divide by the entire customer base. We get churn - outflow.
Then we calculate LTV by forumel = ARPU (average income per store per month) * 1/churn.