The percentage of total orders placed by returning customers.
Repeat Rate = Returning Customer Orders ÷ Total Orders × 100
| Metric | Definition |
|---|
| Returning Customer Orders | Orders placed by customers with at least one prior purchase |
| Total Orders | All orders placed in the selected period |
| Metadata | |
|---|
| Type | Percentage |
| Data Source | Shopify |
| Aggregation | Ratio |
Example
Your store processed 1,247 orders in January with a 38% Repeat Rate:
| Customer Type | Orders | Share |
|---|
| New Customers | 773 | 62% |
| Returning Customers | 474 | 38% |
How It Works
Repeat Rate measures customer loyalty by calculating what percentage of orders come from customers who have purchased before. Shopify identifies returning customers based on their email address matching a previous order. Higher repeat rates indicate stronger customer retention and brand loyalty.
When to Use
| Scenario | Action |
|---|
| Measuring retention health | Track repeat rate trends to gauge customer loyalty |
| Evaluating loyalty programs | Compare repeat rate before and after launching initiatives |
| Assessing acquisition quality | Low repeat rates may indicate poor customer-product fit |
| Forecasting revenue | Higher repeat rates enable more predictable revenue streams |
| Metric | Relationship |
|---|
| Orders | The denominator in the Repeat Rate formula |
| Returning Customers | The numerator in the Repeat Rate formula |
| New Customer % | The inverse segment (100% − Repeat Rate) |
| Customer Lifetime Value | Higher repeat rates typically correlate with higher LTV |
| Average Order Value | Compare AOV between new and returning customers |
