Figure Out If Your Store And Products Are Sticky Or If They Lose Customers


Your products and store are sticky if they get customers to buy again quickly. Especially if they are consumable or a customer would use multiples (e.g. socks).

A good way to measure stickiness is to look at your Repeat Purchase Rate. That measures what percentage of customers buy again.

It’s a simple metric to calculate but the real power comes from how you segment the customers for it.

Before you dig into the segments, calculate your overall store Repeat Purchase Rate. This gives you a baseline that you can compare each segment to. e.g. a 60% RPR sounds great but if your store average is 70%, that’s actually under-performing.

One option is to compare each order number’s Repeat Purchase Rate; first orders, second orders, third orders, etc. This will tell you if customers are becoming less or more loyal and sticky as they place subsequent orders. This also relates to how much a customer knows about your store (information-rich vs information-poor decisions).

Comparing the differences of the Repeat Purchase Rate based on when a customer orders (month and year) can tell you a lot about your seasonality stickiness. Perhaps your winter holiday customers aren’t as sticky as ones who purchase in summer.

Probably best of all, you can compare individual products in the customer’s early orders. That tells if you buying a specific product early on tends to have a customer come back or not.

Which method you use will depend on what you’re wanting to improve. Products, loyalty, new customer performance, etc. All from one underused metric.

If this sounds like a lot of math to calculate everything, it can be. Repeat Customer Insights will calculate all of these different Repeat Purchase Rates for, as well as others (e.g. compare different sales channels, different years).

It comes with a 14-day free trial so you can see how it works and get some ideas right away.

Eric Davis

Use cohorts to find out who the best customers are in your Shopify store

Repeat Customer Insights will automatically group your customers into cohorts based on when they first purchased. This will let you see how the date customers bought would impact their behavior.

Install Repeat Customer Insights for Shopify

This originally appeared on the LittleStream Software Blog and is made available here to cast a wider net of discovery.
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Steve has entrepreneurship in his DNA. Starting in the early 2000s, Steve achieved eBay Power Seller status which propelled him to become a founding partner of, a contact lens and eyewear retailer. Four years later through a successful exit from that startup, he embarked on his next journey into digital strategy for direct-to-consumer brands.

Currently, Steve is a Senior Merchant Success Manager at Shopify, where he helps brands to identify, navigate and accelerate growth online and in-store.

To maintain his competitive edge, Steve also hosts the top-rated twice-weekly podcast eCommerce Fastlane. He interviews Shopify Partners and subject matter experts who share the latest marketing strategy, tactics, platforms, and must-have apps, that assist Shopify-powered brands to improve efficiencies, profitably grow revenue and to build lifetime customer loyalty.

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