Your Shopify store is hemorrhaging money. Every day, first-time customers make a purchase, get their product, and disappear forever. Sound familiar?
You're not alone. The harsh reality is that most eCommerce businesses struggle with customer retention, watching potential lifetime value slip through their fingers with every one-time purchase.
But here's what successful store owners know: increasing customer retention rates by just 5% can boost profits by 25% to 95%. The difference between thriving stores and struggling ones isn't traffic—it's turning those visitors into repeat customers.
In this guide, you'll discover exactly how to calculate and improve your Repeat Purchase Rate (RPR), the metric that separates profitable stores from those barely breaking even.
What Is Repeat Purchase Rate and Why It's Your Most Important Metric
Repeat Purchase Rate (RPR) is the percentage of customers who make more than one purchase from your store. Think of it as your customer loyalty report card—a direct measure of how well you're converting first-time buyers into brand champions.
Here's why RPR should be your north star metric:
RPR directly measures the health of your customer relationships. A high RPR means you're not just selling products—you're building lasting connections that drive sustainable growth.
The profitability factor is undeniable. Repeat customers typically spend 67% more than new customers and cost significantly less to acquire. When you focus on retention, every dollar spent on marketing delivers exponentially better returns.
RPR optimization transforms your entire business model. Instead of constantly chasing new customers on expensive advertising platforms, you build a predictable revenue stream from customers who already know and trust your brand.
How to Calculate Your Repeat Purchase Rate (Step-by-Step)
Calculating RPR is straightforward, but doing it correctly requires attention to detail. Here's the exact formula and process:
The Formula:
Repeat Purchase Rate = (Number of Repeat Customers ÷ Total Number of Customers) × 100
Step-by-Step Calculation:
Define your time period
(we recommend monthly or quarterly for actionable insights)
Count total customers
who made at least one purchase during this period
Identify repeat customers
who made two or more purchases in the same timeframe
Apply the formula
and multiply by 100 for your percentage
Real Example:
Total customers in Q1: 1,000
Customers who made 2+ purchases: 250
RPR = (250 ÷ 1,000) × 100 = 25%
Pro Tip: Track your RPR consistently using the same timeframe to identify trends and measure improvement accurately.
Industry Benchmarks: How Does Your Store Compare?
Understanding where you stand relative to your industry helps set realistic goals and identify opportunities for improvement.
Fashion and Apparel: 30-40% RPR Fashion stores often see higher repeat rates due to seasonal collections and style evolution. Customers return for new trends and wardrobe updates.
Health and Beauty: 30-40% RPR Consumable products drive natural repurchase behavior. Skincare routines and beauty regimens create predictable buying cycles.
Electronics and High-Ticket Items: 10-20% RPR Lower frequency due to product durability, but opportunities exist through accessories, upgrades, and complementary products.
Subscription Services: 50%+ RPR Built-in retention advantage, but success depends on delivering consistent value and preventing churn.
Remember: These benchmarks are starting points, not limitations. The most successful stores consistently work to exceed industry standards.
5 Proven Strategies to Skyrocket Your Repeat Purchase Rate
1. Implement a Strategic Loyalty Program
A well-designed loyalty program transforms transactional relationships into emotional connections. The key is creating a system that rewards desired behaviors beyond just purchases.
Elements of an effective loyalty program:
Tiered rewards that increase customer lifetime value
Exclusive access to products, sales, and experiences
Dedicated loyalty page explaining how your loyalty program works
Personalized rewards based on purchase history
Success Example: A jewelry store offering bonus points for birthdays and anniversaries, creating natural touchpoints for repeat engagement.
2. Master Personalized Marketing
Generic marketing messages get ignored. Personalized communications based on customer behavior and preferences drive action.
Proven personalization tactics:
Product recommendations based on purchase history
Abandoned cart emails with personalized incentives
Seasonal product suggestions aligned with past purchases
Birthday and anniversary offers that feel thoughtful, not automated
The Result: Customers feel understood and valued, dramatically increasing the likelihood of return visits.
3. Deliver Exceptional Customer Experience at Every Touchpoint
Your customer experience directly impacts repeat purchase behavior. Every interaction shapes their perception of your brand.
Critical experience factors:
Fast, reliable shipping with proactive communication
Responsive customer support that resolves issues quickly
Seamless website navigation and checkout process
Quality packaging that enhances the unboxing experience
Customer Experience Insight: It takes 12 positive experiences to make up for one unresolved negative experience.
4. Use Smart Retargeting to Stay Top-of-Mind
Strategic retargeting keeps your brand visible without being intrusive, gently nudging customers back when they're ready to purchase.
Effective retargeting approaches:
Showcase new arrivals to past customers
Highlight complementary products to previous purchases
Offer exclusive returning customer discounts
Share user-generated content featuring your products
5. Provide Value Between Purchases
The space between purchases is where loyalty is built or lost. Stay connected through valuable content and engagement.
Value-driven touchpoints:
Educational content related to your products
Style guides and usage tips
Early access to sales and new products
Community building through social media engagement
Transform Your Customer Relationships Today
Your Repeat Purchase Rate isn't just a metric—it's a direct reflection of your brand's ability to create lasting customer relationships. By understanding your current RPR, comparing it to industry benchmarks, and implementing the strategies outlined above, you're positioning your store for sustainable, profitable growth.
The stores winning in today's competitive landscape aren't those with the most traffic—they're the ones that turn customers into loyal brand advocates.
Ready to turn customer relationships into significant revenue?
Discover Loyalty Wizard, the Shopify app designed to increase customer lifetime value and average order value. Our complete points, VIP tier, and rewards system helps you build stronger customer relationships by rewarding your best customers.
Take a look at our Loyalty Program ROI Calculator to work out your potential impact on customer retention, repeat purchases, and overall revenue.
Businesses using Loyalty Wizard have seen:
Up to a 30% increase in customer retention
Higher average order value from repeat buyers
Powerful word-of-mouth marketing
Stronger brand loyalty and community
Start building a more profitable customer base today. Try Loyalty Wizard 100% Free
