Shopify Metric
Revenue
Repeat Purchase Rate = Customers with More Than One Order / Total Customers with at Least One Order x 100
Repeat Purchase Rate measures the proportion of your Shopify customers who have placed more than one order over a defined period. It is derived from the customer and order records in your Shopify store, counting each customer once and checking whether their lifetime order count is greater than one. A higher rate signals that your store retains buyers rather than relying entirely on first-time purchases.
Full guide: definition, formula, and benchmarksShopifyRevenueRepeat Purchase Rate
Repeat Purchase Rate measures the proportion of your Shopify customers who have placed more than one order over a defined period. It is derived from the customer and order records in your Shopify store, counting each customer once and checking whether their lifetime order count is greater than one. A higher rate signals that your store retains buyers rather than relying entirely on first-time purchases.
How to calculate repeat purchase rate
Why repeat purchase rate matters for Shopify users
Acquiring a new Shopify customer through paid channels is far more expensive than selling again to someone who has already bought from you. A low Repeat Purchase Rate means your store is leaking the value of every customer you worked to win, so growth depends on a constant and costly stream of new buyers.
Tracking this rate tells you whether your product, post-purchase experience, and lifecycle marketing are actually building loyalty. When it rises, each acquisition pays back over more orders, average customer value climbs, and you can afford to compete harder on the cost of winning new customers.
Understand and act on repeat purchase rate with KPI Tree
Sync your Shopify customer and order data into your warehouse and compute Repeat Purchase Rate in KPI Tree. Place it in a metric tree alongside average order value and cart conversion rate so you can see how retention, basket size, and conversion combine to drive total revenue.
Assign RACI ownership to the retention or ecommerce lead so there is a clear holder accountable for the trend, and set a monthly review cadence to catch shifts early. KPI Tree keeps the definition consistent across the team and links each movement to the actions taken to improve it.
Get started with your Shopify data
MCPPull metrics from Shopify directly through the Model Context Protocol.
Connect your existing warehouse where Shopify data already lands.
Our professional services team can build you turn-key AI foundations in a matter of weeks. Data warehouse on Snowflake/BigQuery, ELT with Fivetran, all modelled in dbt with a semantic layer.
Related Shopify metrics
Average Order Value
E-commerceMetric Definition
AOV = Total Revenue / Number of Orders
Average order value (AOV) is the mean monetary value of each completed order. It captures the combined effect of pricing, bundling, upselling, and promotional strategies on basket size.
Cart Conversion Rate
E-commerceMetric Definition
Cart Conversion Rate = (Completed Orders / Sessions with Add-to-Cart) × 100
Cart conversion rate is the percentage of visitors who add items to their cart and subsequently complete a purchase. It isolates the effectiveness of the post-browse, pre-checkout stage of the buying journey.
Checkout Conversion Rate
E-commerceMetric Definition
Checkout Conversion Rate = (Completed Orders / Checkout Starts) × 100
Checkout conversion rate is the percentage of visitors who begin the checkout process and successfully complete a purchase. It isolates conversion performance at the critical final stage of the buying journey.
Abandoned Cart Recovery Rate
E-commerceMetric Definition
Abandoned Cart Recovery Rate = (Recovered Carts / Total Abandoned Carts) × 100
Abandoned cart recovery rate is the percentage of abandoned carts that are subsequently converted into completed orders through recovery efforts such as email sequences, SMS reminders, or retargeting campaigns. It quantifies the effectiveness of your win-back automation.
Explore repeat purchase rate across integrations
All Shopify metrics
Average Order ValueCart Abandonment RateCheckout Conversion RateCustomer Acquisition CostCustomer Lifetime ValueCustomer Repeat RateDiscount 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 AnalysisCohort AnalysisConversion RateCross Sell AnalysisCustomer Churn RateDiscount EffectivenessDraft Order Conversion RateFulfillment Time AnalysisGift Card Utilization RateInventory Turnover RateLocation Based Sales AnalysisPurchase Funnel AnalysisRefund RateRevenue Per CustomerRFM SegmentationStock Out FrequencyTransaction Success RateVariant Performance AnalysisEmpower your team to understand and act on Shopify data
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