Why repeat purchase rate matters
The first order pays for acquisition; the second one is where margin usually starts. Repeat rate shows whether the product experience earns that second order.
It’s also the honest report card on everything post-purchase: delivery, quality, support, and follow-up.
How to read repeat purchase rate
- Compare cohorts, not just calendar months
- Pair it with average time between orders
- Segment by the first product bought
- Watch it after changes to shipping, quality, or support
Questions
What is a good repeat purchase rate?
It depends on category. Consumables repeat far more than durables by nature, so your own cohort trend beats any universal number.
How do you raise it?
Deliver well first, then re-engage: post-purchase email, replenishment reminders, and reasons to return that aren’t only discounts.