The total of your personal purchases and your retail sales count as your Personal Volume (PV). Personal Volume is used to determine eligibility for commissions and bonuses.
So, 4 retail orders at 25 points each would give you 100 points of Personal Volume (PV). This would qualify you to earn Retail Sales Bonus, Binary Commissions, and Binary Match Commissions.
It would not qualify you for the STAR Bonus and Matrix as personal orders are required for those two bonuses.