Track Your Repeat Purchase Rate As You Work On Customer Retention


While you’re working on customer retention, tracking your Repeat Purchase Rate is key.

The Repeat Purchase Rate measures how many customers come back for at least a second purchase. A rate of 0% means no one comes back, 50% means half of your customers come back, etc.

The whole point of retention is to keep customers ordering. Before that can happen, they have to place their second order and overcome that roadblock.

By monitoring your Repeat Purchase Rate as you work on retention, you can see your work improving your store (or harming it).

This metric moves very slowly so even a 0.01% improvement is something to be happy about. That’s why Repeat Customer Insights tracks Repeat Purchase Rate to two decimal places.

Over-time as more customers see your retention changes, that’ll increase the rate. That 0.01% improvement today might end up a 1-2% improvement in the long-term which adds up.

Eric Davis

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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