Email & Retention
What Is a Good Repeat Purchase Rate for Shopify?
A good repeat purchase rate depends heavily on what you sell.
Coffee, skincare and pet food naturally create more repeat opportunities than sofas or wedding rings. Comparing them to one universal ecommerce benchmark is not useful.
Measure the opportunity first
Ask how often a satisfied customer could reasonably need the product again. If the natural replenishment cycle is 60 days, measure cohorts across enough time to give them that chance.
Segment by first product
Customers acquired through different products can have very different repeat behaviour. A starter kit may create stronger retention than a discounted one-off item.
Use contribution, not just order count
Repeat orders often have lower acquisition cost, but discounts, loyalty rewards and shipping still affect profit.
Compare cohorts
Track customers acquired in January, February, March and so on. Are newer cohorts repeating more or less? This is more actionable than one blended lifetime rate.
A strong repeat purchase rate is one that supports profitable LTV for the category and customer acquisition cost.
Not sure the flow is pulling its weight?
If paid acquisition looks expensive but your customers reorder frequently, contact us. We can help connect first-order ROAS to repeat customer value.