Growth Suite
Solutions Pricing Growth Masters Partner Program
Try For Free
Expert Answer • 2 min read

What's the best way to track repeat purchase rates?

As an e-commerce business owner, I'm struggling to understand how often my customers are returning to make additional purchases. I want to develop a clear strategy for tracking repeat purchase rates, but I'm unsure about the most effective metrics, tools, and analysis methods. My goal is to gain insights into customer loyalty, identify which products drive repeat business, and create targeted strategies to increase customer lifetime value. What are the most reliable approaches to measuring and improving repeat purchase rates?
Muhammed Tüfekyapan

Muhammed Tüfekyapan

Founder & CEO

2 min

TL;DR - Quick Answer

Track repeat purchase rate in Shopify Analytics > Reports > Customers > Returning customer rate. The key metrics: what % of customers made a second purchase within 90 days, and within 365 days. Industry benchmark for cosmetics: 25-35% second purchase within 90 days is healthy; under 15% indicates retention problems.

Complete Expert Analysis

Tracking Repeat Purchase Rates

Repeat purchase rate is the single most important retention metric for cosmetics brands. A customer who buys twice is 4x more likely to buy a third time. Getting the first repeat is the most critical retention milestone.

Key Metrics to Track

Metric How to Calculate Beauty Benchmark
Returning customer rate% of orders from customers with 2+ purchases25-40% is healthy
Time to second purchaseAvg days between order 1 and order 245-90 days for skincare
90-day second purchase rate% who buy again within 90 days of first order25-35% target
LTV:CAC ratioCustomer lifetime value / cost to acquire3:1 minimum, 5:1+ is strong
Purchase frequencyAvg orders per customer per year2-3x/year for consumable beauty

Where to Find This in Shopify

  • Shopify Analytics > Reports > Customers: "Returning customer rate" card
  • Customers > All Customers > Export to CSV - filter by order count > 1
  • For advanced LTV analysis: Shopify Analytics > Customers over time report
  • Third-party tools: Klaviyo, Triple Whale, or Northbeam provide deeper cohort analysis

Growth Suite Post-Purchase

Growth Suite's Post-Purchase Upsell Funnels activate immediately after the first purchase - offering a complementary product at a time-limited price while the customer is in peak buying mode. This strategy captures the easiest second purchase opportunity: within minutes of the first purchase, when the customer's wallet is already open.

New Strategy For Your Shopify Store

Turn This Knowledge Into Real Revenue Growth

Growth Suite transforms your Shopify store with AI-powered conversion optimization. See results in minutes with intelligent behavior tracking and personalized offers.

+32% Conversion Rate

Average increase after 30 days

60-Second Setup

No coding or technical skills needed

14-Day Free Trial

No credit card required to start

Start Free Trial
Book a Demo Call →
GDPR Compliant
24/7 Support
Cancel Anytime
Muhammed Tüfekyapan

Muhammed Tüfekyapan

Founder & CEO of Growth Suite

With over a decade of experience in e-commerce optimization, Muhammed founded Growth Suite to help Shopify merchants maximize their conversion rates through intelligent behavior tracking and personalized offers. His expertise in growth strategies and conversion optimization has helped thousands of online stores increase their revenue.

E-commerce Expert Shopify Partner Growth Strategist

Continue Learning

Discover more expert insights to accelerate your e-commerce growth

Browse All Questions