Shopify Metric
E-commerce
Repeat Rate = (Customers with 2+ Orders / Total Customers) × 100
Customer repeat rate is the percentage of customers who make more than one purchase within a defined period. It measures customer loyalty and the effectiveness of retention and re-engagement efforts.
Full guide: definition, formula, and benchmarksShopifyE-commerceCustomer Repeat Rate
Customer repeat rate is the percentage of customers who make more than one purchase within a defined period. It measures customer loyalty and the effectiveness of retention and re-engagement efforts.
How to calculate customer repeat rate
Why customer repeat rate matters for Shopify users
Repeat customers are significantly more profitable than first-time buyers due to lower acquisition costs and higher average order values. A healthy repeat rate indicates strong product satisfaction and brand loyalty.
Shopify merchants can analyse repeat rates by first product purchased, acquisition channel, and time between purchases to design targeted retention campaigns.
Understand and act on customer repeat rate with KPI Tree
Pull Shopify customer order data into your warehouse and compute repeat rate in KPI Tree. Place it in a retention tree alongside order frequency and LTV to show the full loyalty picture.
Assign retention or CRM ownership and set alerts when repeat rates decline for key customer segments.
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MCPPull metrics from Shopify directly through the Model Context Protocol.
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Related Shopify metrics
Order Frequency
E-commerceMetric Definition
Order Frequency = Total Orders / Unique Customers (in Period)
Order frequency measures the average number of orders placed by a customer within a defined period. It indicates purchasing cadence and is a key component of customer lifetime value calculations.
Customer Lifetime Value
E-commerceMetric Definition
LTV = AOV × Purchase Frequency × Average Customer Lifespan
Customer lifetime value (LTV) estimates the total revenue a customer will generate over their entire relationship with your store. It combines average order value, purchase frequency, and customer lifespan into a single value figure.
New vs Returning Customers
E-commerceMetric Definition
New vs returning customers measures the proportion of orders and revenue coming from first-time buyers versus repeat purchasers. It reveals whether growth is driven by acquisition or loyalty.
Orders Per Customer
E-commerceMetric Definition
Orders Per Customer = Total Lifetime Orders / Total Unique Customers
Orders per customer measures the cumulative average number of orders placed per customer across their entire relationship. Unlike order frequency which measures a period, this tracks lifetime purchase depth.
Explore customer repeat rate across integrations
All Shopify metrics
Average Order ValueCart Abandonment RateCheckout Conversion RateCustomer Acquisition CostCustomer Lifetime ValueDiscount Usage AnalysisFulfilment SpeedGross Merchandise VolumeInventory TurnoverMarketing Channel AttributionNew vs Returning CustomersOrder FrequencyOrders Per CustomerProduct Performance AnalysisProduct Return RateProfit Margin by ProductRevenue by ChannelRevenue by GeographyRevenue Per VisitorSessions to Purchase RatioShipping Cost AnalysisStore Conversion RateTop Selling Products AnalysisTraffic Source PerformanceAbandoned Cart Recovery RateAverage Product RatingCart Conversion RateCheckout Abandonment RateCollection Performance AnalysisCustomer Cohort AnalysisCustomer Segmentation AnalysisPayment Method DistributionRevenue Growth RateSeasonal Trend AnalysisEmpower your team to understand and act on Shopify data
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