Repeat purchase rate is the clearest signal of whether your Shopify store is building lasting customer relationships—or hemorrhaging buyers after their first order. With the average ecommerce repeat purchase rate sitting at just 28.2%, most brands have significant room to improve this metric and the revenue it drives.
This guide breaks down 24 critical repeat purchase rate statistics for 2025, organized by category so you can benchmark your performance against industry peers, understand the economics driving retention, and build a data-backed loyalty program that turns one-time buyers into lifelong customers.
Key Takeaways
- Industry benchmarks vary dramatically – The average ecommerce repeat purchase rate is 28.2%, but ranges from 9.9% (luxury goods) to 65.2% (grocery), making vertical-specific benchmarking essential.
- Retention economics favor repeat buyers – Retaining customers costs 5x less than acquiring new ones, and a 5% retention increase can boost profits by 25-95%.
- Loyalty programs deliver measurable ROI – 90% of loyalty programs report positive returns, with successful programs generating 4.9x revenue versus program costs.
- Redemption separates performers from laggards – Customers who redeem loyalty points show a 50% repeat purchase rate versus just 10.7% for non-redeemers.
- Your top customers drive disproportionate value – The top 5% of customers generate 35% of total ecommerce revenue, making VIP identification and retention critical.
What Is Repeat Purchase Rate and Why It Matters
Repeat purchase rate measures the percentage of customers who return to buy from your store more than once within a defined time period. Unlike customer retention rate (which tracks whether customers remain active), repeat purchase rate specifically quantifies purchasing behavior—the action that actually generates revenue.
For Shopify merchants, this metric connects directly to profitability. Repeat customers already trust your brand, require less marketing spend to convert, and spend more per order. Understanding where your repeat purchase rate stands—and how it compares to industry benchmarks—is the first step toward building sustainable growth that doesn't depend entirely on acquisition.
Repeat Purchase Rate Benchmarks by Industry
Not all ecommerce categories perform equally when it comes to repeat purchases. Product type, purchase frequency, and price point all influence how often customers return. These industry-specific benchmarks help you understand what "good" looks like for your vertical.
1. The Average Ecommerce Repeat Purchase Rate Is 28.2%
This is your baseline benchmark. If your Shopify store falls below 28.2%, you have clear work to do. If you're above it, you're outperforming the majority of ecommerce brands—but top performers push well beyond this number. Source: Opensend Repeat Purchase Rate Statistics
2. The 28.2% Benchmark Applies Across Ecommerce Platforms, Including Shopify
Industry data shows that roughly 28.2% of ecommerce customers return to make another purchase, a benchmark that holds true across platforms including Shopify. This means roughly 7 out of 10 customers never come back after their first order—representing massive untapped revenue potential for brands that prioritize retention. Source: Uptek Shopify Statistics
3. Grocery and Food Delivery Leads With 65.2% Repeat Purchase Intent
Consumable products with regular replenishment cycles naturally drive higher repeat rates. If you sell products customers need to reorder—supplements, food, beauty consumables—you should be targeting these numbers, not the cross-industry average. Source: Envive AI Customer Retention Statistics
4. Pet Supplies Easily Exceed 30% Repeat Customer Rates
Pet owners replenish food, treats, and supplies on predictable schedules. Subscription models and loyalty programs work exceptionally well in this category, turning regular replenishment into automated recurring revenue. Source: MobiLoud Ecommerce Benchmarks
5. Health and Supplements Brands Average 29% Repeat Purchase Rate
Similar to pet supplies, health products benefit from consumption-driven repurchase cycles. The key is capturing customers before they explore alternatives—loyalty programs that reward consistent purchasing help lock in this natural behavior. Source: MobiLoud Ecommerce Benchmarks
6. Fashion Averages 24.4% Retention, With Fast Fashion at 31% Versus Luxury at 9.9%
Fashion sits below the ecommerce average due to trend-driven purchasing and high competition. Fast fashion outperforms luxury because of lower price points and more frequent purchase occasions. Luxury's 9.9% repeat rate reflects longer purchase cycles and higher consideration. Source: Envive AI Customer Retention Statistics
7. Beauty and Cosmetics Brands Average Around 25.9% Repeat Purchase Rate
Beauty falls slightly below the cross-industry average despite the consumable nature of many products. Competition in this vertical is intense, making differentiation through loyalty programs and personalized customer experiences essential for driving repeat purchases. Source: MobiLoud Ecommerce Benchmarks
The Economics of Repeat Purchases
Understanding why repeat purchase rate matters requires looking at the financial impact. These statistics quantify exactly what strong retention is worth—and what poor retention costs your bottom line.
8. Retaining Customers Costs 5x Less Than Acquiring New Ones
Acquiring a new customer requires ad spend, creative production, landing page optimization, and conversion rate experimentation. Retaining an existing customer means maintaining a relationship you've already built. With customer acquisition costs rising 60% over the last five years, this cost differential continues widening. Source: Rivo VIP Tier Statistics
9. A 5% Increase in Customer Retention Can Boost Profits by 25-95%
Small retention improvements compound significantly over time through increased purchase frequency, higher average order values, and reduced acquisition dependency. The range depends on your current baseline—brands with lower retention rates see the largest gains from improvement. Source: Rivo VIP Tier Statistics
10. Brands Were Losing an Average of $29 Per Newly Acquired Customer (2022 Data)
According to 2022 research from SimplicityDX, rising acquisition costs had pushed first-order economics into negative territory for many DTC brands, with an average loss of $29 per newly acquired customer. Without repeat purchases to recoup this loss, every new customer represents a net drain on profitability. Source: Envive AI Customer Retention Statistics
11. Repeat Customers Spend 3x More Per Visit Than First-Time Shoppers
Repeat buyers have already validated your product quality, shipping speed, and overall experience. That established trust translates directly to larger cart sizes and reduced price sensitivity. Source: Rivo VIP Tier Statistics
12. Repeat Customers Contribute Nearly 50% of All Ecommerce Transactions
Despite representing a minority of your customer base, repeat buyers drive roughly half of total sales volume. This concentration of value means losing repeat customers has an outsized impact on revenue. Source: Opensend Repeat Purchase Rate Statistics
13. Customers in Months 31-36 Spend 67% More Than in Their First Six Months
Customer value increases dramatically over time. A buyer in their third year with your brand generates significantly more revenue per purchase than they did initially—making long-term retention one of the highest-ROI investments you can make. Source: Envive AI Customer Retention Statistics
14. The Probability of Selling to an Existing Customer Is 60-70%, While Selling to a New Customer Is Only 5-20%
Your existing customer base represents your highest-converting audience. Marketing to repeat buyers isn't just more efficient—it's more effective. This probability gap explains why customer retention strategies consistently outperform pure acquisition plays. Source: Rivo VIP Tier Statistics
Loyalty Program Performance and ROI
Loyalty programs aren't just perks—they're profit centers. These statistics demonstrate exactly how well-structured programs impact repeat purchase rates, revenue, and program ROI.
15. 90% of Loyalty Programs Yield Positive ROI
Loyalty programs work when designed and executed properly. The high success rate indicates that even basic implementations tend to pay for themselves through increased repeat purchases and customer engagement. Source: Digital Silk Customer Loyalty Statistics
16. Loyalty Programs With Positive ROI Generate 4.9x More Revenue Than They Cost
According to Rivo's research on loyalty program performance, successful programs generate an average of 4.9x more revenue than their operating costs. Well-optimized programs—particularly those with tiered structures and personalized rewards—significantly outperform this benchmark. Source: Rivo VIP Tier Statistics
17. Tiered Loyalty Programs Achieve 1.8x Higher ROI Than Non-Tiered Structures
VIP tiers create progression mechanics that keep customers engaged and motivated to increase spending. The gamification element—working toward the next tier—drives behavior change in ways flat points programs cannot. Source: Rivo VIP Tier Statistics
18. 83% of Consumers Report Loyalty Programs Influence Their Repurchase Decisions
Loyalty programs don't just reward behavior—they shape it. When customers know points or rewards are on the line, they actively choose to return rather than exploring alternatives. This influence extends across product categories and price points. Source: Rivo VIP Tier Statistics
19. Customers Who Redeem Loyalty Points Show a 50% Repeat Purchase Rate Versus 10.7% for Non-Redeemers
This is the most actionable statistic in this guide. Redemption is the dividing line between program participants who become loyal buyers and those who churn. Brands that focus on driving redemption—not just enrollment—see dramatically higher repeat purchase rates. Source: Rivo VIP Tier Statistics
20. Loyalty Members Who Actively Redeem Rewards Spend 3.1x More Annually Than Non-Redeemers
Redemption doesn't just indicate engagement—it predicts spend. Customers who use their points feel invested in the program and return more frequently to earn and burn rewards. Source: Rivo VIP Tier Statistics
VIP Tiers, Personalization, and Referral Impact
Beyond basic loyalty mechanics, advanced retention strategies leverage VIP structures, personalized experiences, and referral programs to maximize repeat purchase rates.
21. Top 5% of Customers Generate 35% of Total Ecommerce Revenue
Your best customers aren't just slightly more valuable—they're dramatically more valuable. Identifying and nurturing this top tier through VIP programs, exclusive access, and personalized treatment should be a strategic priority. Source: Rivo VIP Tier Statistics
22. 74% of Consumers Consider VIP Tiers for Additional Benefits at Least Somewhat Important
Customers want to be recognized and rewarded for their loyalty. Tier structures formalize this recognition, creating clear progression paths that motivate continued engagement and spending. Source: Rivo VIP Tier Statistics
23. Customers Who Receive Personalized Experiences Are 60% More Likely to Become Repeat Buyers
Generic marketing feels lazy. Customers expect brands to remember their preferences, purchase history, and engagement patterns—and to act on that information. Personalization isn't optional; it's a prerequisite for competitive repeat purchase rates. Source: Rivo VIP Tier Statistics
24. Referred Customers Make 2x More Purchases Than Non-Referred Customers
Referrals come with built-in trust. When a friend recommends your brand, the referred customer enters the relationship with positive expectations already set. This trust translates directly to higher repeat purchase behavior. Source: Rivo VIP Tier Statistics
How to Calculate Your Repeat Purchase Rate
Benchmarks only matter if you can measure your own performance. Here's the formula you need to calculate repeat purchase rate for your Shopify store.
Repeat Purchase Rate Formula:
(Number of Customers Who Purchased More Than Once / Total Unique Customers) x 100
Example: In Q1, your Shopify store had 5,000 unique customers. Of those, 1,200 made more than one purchase. Your repeat purchase rate = (1,200 / 5,000) x 100 = 24%.
Time Period Considerations:
- Calculate over consistent periods (monthly, quarterly, annually) for trend analysis
- Shorter windows (30 days) show immediate program impact
- Longer windows (12 months) reveal true customer lifetime behavior
What to Target: Based on the benchmarks above, aim for at least 28.2% as your baseline. Consumable product brands should target 30%+. Top performers in any vertical push toward 40%+ through loyalty programs, personalization, and VIP structures.
How Rivo Helps Shopify Brands Maximize Repeat Purchase Rate
The statistics in this guide aren't just numbers—they're targets. Reaching them requires retention infrastructure purpose-built for Shopify.
Rivo is a retention platform built exclusively for Shopify and Shopify Plus merchants, powering loyalty programs, referral marketing, paid memberships, and customer accounts for over 7,000 brands. The platform has driven more than $1.5 billion in revenue for client brands.
Here's how Rivo addresses the benchmarks covered in this guide:
- Drive the 50% repeat rate benchmark for redeemers. Rivo Loyalty offers 8+ checkout extensions that let customers spend points directly as a payment method—reducing friction and dramatically increasing redemption rates. Brands like OSEA Malibu achieve 77% repeat purchase rates among redeemers.
- Capture the 1.8x ROI lift from tiered programs. Rivo's fully customizable VIP tiers automate progression based on spend, points earned, or orders placed. Kitsch generated $5.8M in loyalty-attributed revenue with 8.7x higher repeat purchase rates for top-tier VIPs.
- Turn referrals into 2x repeat purchasers. Rivo Referrals includes white-labeled referral pages, tiered advocate rewards, and 20+ fraud prevention tools. HexClad generated $450K in referral revenue in the first 90 days with 92x ROI.
- Enable the personalization that drives 60% higher repeat rates. Rivo Accounts provides unified customer portals with wishlists, order tracking, and loyalty dashboards—all synced to Klaviyo for segmented campaigns that feel personal, not generic.
- Modern architecture, no legacy workarounds. Rivo uses Shopify's theme app extensions and checkout extensibility—loading in under 100ms with 99.98% uptime. No deprecated Scripts, no checkout.liquid hacks.
For Shopify merchants serious about repeat purchase rate optimization, Rivo provides the tools to move from average (28.2%) toward top-performer territory. Month-to-month pricing. No annual contracts. White-glove onboarding included on Plus and Enterprise plans.
Frequently Asked Questions
What is a good repeat purchase rate for an ecommerce store?
The average ecommerce repeat purchase rate is 28.2%, so anything above this baseline indicates above-average performance. Your target depends on your vertical—consumable products like supplements or pet supplies should aim for 30%+, while fashion and apparel may benchmark success at 25-28%. Top performers across categories push toward 40%+ through well-executed loyalty programs.
How does repeat purchase rate differ from customer retention rate?
Repeat purchase rate measures the percentage of customers who made more than one purchase within a defined period. Customer retention rate measures the percentage of customers who remain active (haven't churned) over time. Repeat purchase rate is a more direct indicator of revenue-generating behavior, while retention rate captures broader relationship status.
What's the fastest way to improve repeat purchase rate?
The highest-impact lever is loyalty program redemption. Data shows customers who redeem loyalty points demonstrate a 50% repeat purchase rate versus just 10.7% for non-redeemers. Focus on making rewards achievable and redemption frictionless—checkout integration is particularly effective.
How often should I calculate and review my repeat purchase rate?
Calculate monthly for trend visibility, but review quarterly for strategic decisions. Month-over-month fluctuations are normal, but consistent quarterly movement indicates whether your retention strategies are working. Compare against the same period year-over-year to account for seasonality.
Can loyalty programs work for high-ticket or infrequent-purchase products?
Yes, but the program structure needs adjustment. For longer purchase cycles, focus on experiential rewards (exclusive access, early product launches) rather than transactional discounts. VIP tier recognition and referral programs often outperform points-based systems for luxury and high-consideration purchases.
