In a cloud application, you would have multiple customers using your service.
Is it possible to keep all customers data in 1 table rather than having to create multiple tables per customer?
Well it is possible but it would slow down the application right? if the customer stops using your service you would want to delete their records aswell. Is there a way to just keep everything in one table and not cause any issues with performance, storage/backup?
EDIT: by separate customer table I mean, tables such as PRODUCT, INVOICE, etc these tables are specific to a customer
We need some more details of your requirements, but my guess is that no the table will be sufficiently sized so long there are appropriate indexes on the table and updated statistics.
Keep all customer data in a single table, that is the best design. It is a simple DML batch to delete all customer data from a table if necessary.