Calculate your repeat purchase rate and compare it to benchmarks from 156,110 customers across the DTC brands we manage. See where you land for your vertical and how much of the repeat window your post-purchase flow covers.
What this means: 900 of 5,000 customers came back, a 18.0% repeat purchase rate. The lowest consumables brand we manage sits at 22%. The portfolio average across all verticals is 18.8%. Reaching 30% would take 600 more repeat customers from the same base.
For a consumable brand, anything under 25% is a retention problem worth investigating. The product runs out, so the reorder occasion exists. If customers aren't coming back, the post-purchase experience is usually the gap.
Your post-purchase flow ends at day 14, which covers about 30% of second purchases. Running it to day 90 would cover 76%. Half of all repeat orders arrive after day 30.
Use a 365-day window for both numbers. That's the window our benchmarks use, so the comparison holds.
Create two segments. Total customers: "Placed Order at least once in the last 365 days." Repeat customers: "Placed Order at least 2 times in the last 365 days." Read the profile count on each.
Analytics shows your Returning customer rate on the overview dashboard. Set the date range to the last 365 days. Shopify counts a customer as returning if they have more than one order ever, including orders before the date range, so its rate reads higher than a strict 365-day number. Use it as a quick check, or use the Klaviyo segments to match our benchmark window exactly.
If your store processes exchanges as new orders, some "repeat" customers are really returns. This mostly affects apparel. Exclude exchange orders if you can tag them.
From 156,110 customers across the DTC brands we manage, 365-day window. Full breakdown in our repeat purchase rate benchmarks report.
Cumulative share of second purchases by days since the first order, across 29,355 repeat customers. This is what the flow-coverage number above is based on.
Repeat purchase rate = customers with 2+ orders / total customers x 100, measured over a fixed window. Our benchmarks use a 365-day lookback. If 29,355 of 156,110 customers placed a second order in the window, the repeat purchase rate is 18.8%.
It depends on what you sell. Across 156,110 customers in the DTC brands we manage, consumable brands (supplements, food & bev) typically run 30–40%, fashion and beauty 12–17%, and durables and home decor 10–15%. The overall portfolio rate is 18.8%. Most of the spread is explained by product type, not marketing quality.
Shopify shows a Returning customer rate in Analytics, but it counts orders from before your date range, so it runs higher than our benchmarks. To match our 365-day window exactly, build two segments in Klaviyo: "Placed Order at least once in the last 365 days" and "Placed Order at least 2 times in the last 365 days." The first is your total customers, the second is your repeat customers.
Shopify's Returning customer rate takes the customers who ordered in your date range and counts how many have placed more than one order ever, including orders before the range. Our benchmarks only count orders inside the 365-day window. A customer whose first order was two years ago and second order was last month is returning in Shopify but not in our numbers, so Shopify's rate reads higher.
Fast. Across 29,355 repeat customers, 50.3% placed their second order within 30 days of the first and 76.4% within 90 days. Only 3.7% took longer than a year. The median time to second purchase clusters between 15 and 35 days.
Long enough to cover the window when repeat purchases actually happen. A flow that ends at day 14 covers about 30% of second purchases. Extending it to 90 days covers about 76%. Most post-purchase flows run only 7–14 days.
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