The more often you get customers to buy from you, the higher your customer lifetime value (LTV) - and the more aggressive you can be on acquisition, knowing you’ll be profitable in the long run. And the truth is, figuring out how to increase repeat purchase rate isn’t rocket science.
We’ll walk you through strategies Shopify brands are using to encourage consistent repurchases from their most loyal customers, such as:
- Start with a simple points-based loyalty program that rewards customers every time they shop, like a social media post, or leave a review.
- Create VIP tiers to recognize and motivate your most engaged customers with exclusive perks or early access.
- Build a paid membership program for steady, recurring purchases.
- Expand your SKU variety so repeat shoppers always have something new to discover, even if you don’t sell consumables.
- Launch a referral program that rewards customers for bringing new buyers into your ecosystem. You can give your “referrers” rewards so they come back to use them!
- Re-engage through email, social, and SMS with thoughtful follow-ups, recommendations, and reorder reminders.
- Deliver world-class customer service so that every interaction feels personal and human.
- Personalize every touchpoint, from offers to content, using first-party data in Shopify.
- Reduce checkout/reordering friction so returning customers can effortlessly buy again.
- Run win-back campaigns to re-ignite lapsed customers before they drift away entirely.
Learn more about how to increase repurchase rate below, including how Rivo’s Shopify loyalty program is helping brands raise repeat purchase rate by 3.1x on average. One brand even saw an 8.7x repeat purchase rate through Rivo’s solution!
We help Shopify brands turn one-time shoppers into lifelong fans through loyalty, referrals, and memberships, all seamlessly integrated with your store. Our tools make it easy to personalize incentives, track performance, and keep customers coming back again and again.
Effortlessly boost retention with Rivo today.
“Love this app! It is exactly what I needed for my referral and loyalty program. It has a lot of customizability and features that I can utilize!” - Diddi and Bea
“Pretty seamless app - and it looks great! Customer support is excellent (thanks Arianne!).” - Ameo Life
“Great customer service, super user-friendly compared to other loyalty apps. Gives you a sense of peace of mind before launching. I love the fact that they have a separate loyalty management page.” - Makia
What is Repeat Purchase Rate?
Repeat purchase rate (RPR) shows you the percentage of customers who return to buy from your brand more than once. It’s one of the clearest indicators of loyalty, and among the easiest ways to measure whether your retention efforts are actually paying off.
The math is super simple: divide the number of returning customers by your total number of customers in a given period. That’s your repeat purchase rate.
This metric tells Shopify brands a whole lot more than how many people like your products. It gives you an idea of how strong your post-purchase experience is. In other words, how effectively you stay top of mind after checkout, how well your incentives align with customer habits, and how convenient it is to buy again.
But why is this customer retention KPI so important?
Why Increasing Repeat Purchase Rate is So Powerful For Shopify Brands
It’s no secret that the average customer acquisition cost (CAC) for e-commerce has gone up. It’s getting harder and harder to acquire customers profitably.
The best way to combat rising ad costs is by earning more from your customers - not just on their first purchase, but over the course of their engagement with your brand. This is where an understanding of customer lifetime value (LTV) comes into play.
LTV speaks to how much a customer is worth to your brand in the big picture. It’s shaped by average order value (AOV), life cycle, and, of course, repeat purchase rate.
Basically, your entire business model becomes more efficient when the repeat purchase rate rises. You can spend less chasing new traffic and more time maximizing the relationships you’ve already paid to acquire.
Every returning customer reduces CAC because they require zero additional ad spend to convert. They’re also more likely to buy higher-margin products, try new collections, and share your brand with others, according to customer retention statistics.
That combination of a lower CAC and higher AOV directly lifts LTV, creating a healthier foundation for growth. But beyond the raw numbers, returning customers tend to be the best brand advocates. They write reviews, refer friends, and help shape your brand’s perception.
How to Increase Repeat Purchase Rate: Loyalty Programs, Personalization, and More
Improving repeat purchase rate isn’t complicated. You just have to give customers a reason to come back for more. There are quite a few strategies you can implement to do just that. Here’s how to increase repeat purchase rate, starting with a basic loyalty program.
Start With a Simple Points-Based Loyalty Program
A points program is the easiest way to motivate repeat purchases. You give customers points for completing certain actions - obviously making purchases, but also for actions like leaving a review, referring a friend, engaging on social media, or even just for signing up.
These points can then be exchanged for perks. That could be a dollar amount off their next order, free shipping, or even a free product depending on the quantity of points.
Keep the system easy to understand, visible on every page, and rewarding enough to make the next purchase feel worthwhile. For example, “Earn 10 points per dollar - 500 points = $10 off.” It’s simple, and it works.
Rivo makes building out a loyalty program effortless, and it integrates directly with your Shopify storefront to keep all the logistics seamless. You don’t need any developers or coding experience to design an on-brand landing page for the program, and you can customize reward rules, automate point distribution, and track engagement directly in Shopify.
Consider Creating VIP Tiers for Your Most Loyal Customers
Points are a great starting point, but every brand with a high repeat purchase rate eventually decides to take things further - and a VIP loyalty program is a smart next step.
This lets you recognize and retain your top buyers with premium rewards. Whether it’s early access to drops, free shipping, or member-only perks, tiers tap into status psychology, you’re basically turning loyalty into a game - and people LOVE to level up!
Start small: define your tiers (Silver, Gold, Platinum is the most basic system, but you can get more creative than that) and decide what earns a customer each title. Reward both spending and engagement. Then, set up loyalty segmentation through Rivo.
Build Out a Membership Program for Consistent Repeat Purchases
Membership programs take loyalty a step further by offering ongoing perks in exchange for a recurring fee. Think of it as turning your most loyal buyers into subscribers. They pay for guaranteed benefits like monthly credits, exclusive discounts, or free shipping.
This creates predictable revenue and stronger retention for Shopify brands. A beauty brand, for example, could offer a $10/month membership that includes free shipping and 5% off every order. That easily covers the cost for regular customers.
Rivo’s Shopify Plus membership program lets you pull in customer data, and from there, you can use stackable discounts, checkout extensions, and all the modern tech Shopify Plus has to offer. Brands like Fresh Chile Co. used Rivo to earna 156% lift in AOV for members!
If You Don’t Sell Consumable Goods, Make Sure You Have Plenty of SKUs
Consumable brands naturally drive repeat purchases through replenishment. Think supplements, coffee, skincare, etc. But things get a bit trickier for apparel, home goods, or electronics brands.
You can still learn how to increase repeat purchase rate, though. Offering fresh SKUs gives customers a reason to return even when they don’t need something new.
Rotate seasonal collections, limited editions, or complementary items that pair with previous purchases. For example, a candle brand might release new scents quarterly. A furniture brand could introduce matching accessories.
When you’re set up with Rivo, it’s easy to use post-purchase data to recommend what complements past orders. Shopify Flow and Rivo integrations can trigger these automatically.
Roll Out a Referral Program to Reward Customer Loyalty
Every brand should look into setting up a Shopify referral program, combining retention and acquisition efforts all at once. These programs make your happiest customers your best marketers, rewarding both the referrer and the new buyer.
Provide a unique referral link and reward customers instantly when a friend makes their first purchase - for instance, $10 for them, $10 for their friend. Keep it simple.
Not only are you growing your brand without relying on paid ads, but you’re giving your most loyal customers reasons to come back for more! This is one of the best pieces of advice we have to offer on how to increase repeat purchase rate.
Constantly Re-Engage Customers Through Email, Social, and SMS
Sometimes, all it takes to get a customer to place their next order is seeing your brand pop up in their inbox, or scrolling past it on social media. A great loyalty strategy doesn’t stop after checkout. It continues through consistent communication.
Use automated flows to re-engage customers at key moments: one week after purchase (product tips), 30 days later (reorder reminder), or when points are about to expire. Combine this with social retargeting to stay visible across every touchpoint.
World-Class Customer Service is a Non-Negotiable
Retention lives or dies in customer service. Fast, friendly responses turn issues into trust-building moments. The opposite is true, too. One bad customer service encounter could cost you your most loyal customer.
Empower your support team with full visibility into loyalty and purchase data. When an agent can see how long someone’s been a customer or what tier they’re in, they can personalize resolutions and even offer goodwill rewards to keep the relationship strong.
Personalize Every Touch Point Possible
The importance of customer loyalty personalization cannot be overstated when it comes to how to increase repeat purchase rate. We’ve found that customers who get personalized messaging are 60% more likely to become repeat buyers.
That means taking steps to recommend products that fit their preferences, acknowledging their milestones, and speaking directly to their interests.
This becomes a whole lot easier when you have data on your side, and it’s why using Shopify customer accounts is so powerful. You can send refill reminders to customers who purchased consumables or show related products based on browsing history.
Minimize Friction in the Customer Journey
Every additional click along the customer acquisition journey (or the repurchase journey) is a chance to lose a sale. Simplify checkout with express payment options, saved addresses, and one-click reordering. Implement “buy again” buttons for returning shoppers.
Remember that friction can extend to customer communication as well. Let customers view points, rewards, and referral progress directly from their account page instead of hunting through emails.
Have Win-Back Campaigns in Place to Prevent Customer Churn
Even loyal customers lapse sometimes. The key is catching them before they’re gone for good. Set up automated win-back flows for customers who haven’t purchased in 60-90 days. Or if you naturally have a longer purchase cycle, extend that to 3-6 months.
Offer small incentives (“We miss you - 200 bonus points on your next order”) or personalized product recommendations based on their past activity. You’ll be amazed at how successful these campaigns are!
Closing Thoughts on How to Increase Repurchase Rate
That does it for our guide on how to increase repeat purchase rate. Remember, the most successful Shopify brands don’t grow by constantly chasing new customers. They nurture their existing customer base to keep them coming back for more.
Increasing repeat purchase rate comes down to consistent value, personalization that feels genuine, and experiences that make every shopper want to come back. You can take the next step today with Rivo.
See how Rivo helps brands turn one-time shoppers into lifetime customers. Drive the highest loyalty program ROI possible with our Shopify-first platform today!
Frequently asked questions
What do you call a repeat purchase?
You’ll also see this referred to as a repurchase or reorder. It’s anytime a customer buys for a second time from you, and anytime they buy again after that.
What is the formula for repeat purchase rate?
Repeat Purchase Rate = (Number of customers who purchased more than once / Total number of customers) x 100.
What's a good repeat purchase rate?
Most Shopify brands are happy with a repeat purchase rate between 20% to 30% of customers buying more than once in a given period. It all depends on your product category, though.
How to increase repeat orders?
Launch a loyalty or membership program, re-engage customers through email or SMS, and create personalized post-purchase experiences that keep your brand top of mind. Just follow the tips we shared in this guide on how to increase repeat purchase rate and you’ll see more and more returning shoppers.
What is an example of a repeat customer?
A repeat customer could be someone who restocks their favorite skincare product every month or regularly buys new apparel from a brand’s seasonal collections.
