In ecommerce, attracting new customers is only half the battle; getting them to come back again and again is where the real value lies. A strong repeat purchase rate (also called repeat customer rate or repeat purchase rate) signals that shoppers trust your brand, enjoy your products, and find ongoing reasons to engage with you. 

For ecommerce stores, a good repeat purchase rate typically sits around 20–30%, meaning a healthy portion of your audience makes more than one purchase.  Companies with repeat rates above that often enjoy superior growth because retaining customers tends to cost much less than acquiring new ones. 

This article covers proven, practical strategies to grow your repeat purchase rate and build long-term customer loyalty with real stats and best practices you can implement today.

What Is Repeat Purchase Rate (RPR)?

Basically, the repeat purchase rate measures the percentage of customers who return to make a second and subsequent purchase within a given timeframe (e.g., 90 days, 6 months, 12 months). 

Formula:

Repeat Purchase Rate = (Number of Customers with ≥2 Purchases ÷ Total Customers) × 100 

For example, if 1,000 customers shopped last year and 250 made a second purchase, your repeat purchase rate is 25%.

Across ecommerce, many stores target repeat rates between 20% and 30%, though rates vary by industry, product type, and purchase frequency. 

Why Repeat Purchase Rate Matters

Focusing on repeat purchases is smart business because:

• Repeat customers tend to spend more: Loyal customers often spend more per order and return at higher frequency.
• Retaining customers is cheaper than acquiring new ones: It can cost 5–7× more to attract a new customer  than to sell to an existing one. 
• Repeat buyers fuel long-term growth: A stable base of returning customers provides predictable revenue and improves lifetime value (LTV) over time.

Top Strategies to Grow Your Repeat Purchase Rate

These strategies don’t require massive budgets— they’re about building stronger relationships and removing friction at every step of the buying journey.

1. Deliver Exceptional Customer Experience

Customer experience is the foundation of loyalty: prompt shipping, easy returns, clear communication, and helpful support all build trust. When customers feel valued and supported, they’re far more likely to come back.

What this looks like in practice:

• Fast, reliable delivery and tracking updates
• Clear return/exchange policies
• Support channels (chat, email) that resolve issues quickly
• Post-purchase follow-ups thanking customers

2. Personalize Every Interaction

Personalization helps customers feel understood. Use data about past purchases, browsing behavior, and preferences to tailor recommendations and offers. Examples of personalization include:

• “We think you’ll love this…” product suggestions
• Personalized emails with relevant collections
• Special incentives based on past purchases

This deepens engagement and encourages buyers to return for products they actually want. 

3. Build a Loyalty Program That Rewards Repeat Purchases

A loyalty program encourages customers to keep buying by giving them a reason to return. Program elements that work include:

• Points for every dollar spent
• Bonus points for referrals or social sharing
• Tiered status levels with better perks

Customers who see ongoing value in your brand are more likely to become repeat buyers.

4. Use Post-Purchase Messaging to Stay Connected

The checkout isn’t the end of the journey; it’s a chance to begin a long-term relationship. Post-purchase emails and SMS campaigns keep your brand top of mind and provide opportunities to re-engage.

Post-purchase follow-ups can include:

• Order confirmations and delivery updates
• “Thank you” notes with related product suggestions
• Follow-ups asking for feedback or reviews
• Special offers for their next purchase

This kind of communication builds trust and increases the likelihood of a second purchase. 

5. Implement Subscription or Replenishment Models

If your products lend themselves to repeat buying (e.g., consumables, pet supplies, skincare), subscription options keep customers purchasing automatically. Benefits of subscription models include:

• Predictable recurring revenue
• Reduced friction for repeat orders
• Easier inventory planning

Even simple replenishment reminders like “Your product is likely running low” can nudge repeat buys at optimal times. 

6. Optimize Product Recommendations

Smart recommendations remind customers about items they might need or want soon after purchase. Personalized suggestions based on past behavior increase relevance and boost return visits.

Areas to use recommendations include:

• On product pages (“Customers who bought this also bought…”)
• In email campaigns (“Because you purchased…”)
• In retargeting ads on social and search

Relevant suggestions improve the chance of return purchases.

7. Encourage Social Proof and Reviews

Social proof like testimonials, reviews, user-generated content builds confidence and motivates customers to come back and explore more. Here’s how to use social proof effectively:

• Highlight reviews on product pages
• Feature UGC in marketing emails and on social channels
• Encourage customers to share their purchases

Building a strong repeat purchase rate isn’t about one-off campaigns; it’s about creating a consistent, rewarding experience that keeps customers connected to your brand long after their first order.

Benchmarks & What to Aim For

Here’s a snapshot of typical repeat purchase rate performance in ecommerce:

• Average ecommerce repeat purchase rate: ~25–30%. 
• Benchmarks vary by industry: consumables tend to see higher repeat rates than luxury or high-ticket items. 

These figures are useful goals when evaluating your own store’s performance and retention efforts.

Conclusion

Improving your ecommerce repeat purchase rate isn’t just about selling more; it’s about strengthening relationships with your customers so they choose your brand again and again. 

From personalized experiences and loyalty programs to smart post-purchase communication, these strategies help turn one-time buyers into lifelong customers.

Revvy helps ecommerce brands identify specific opportunities to grow repeat purchases by analyzing customer behavior, tracking loyalty patterns, and recommending tailored retention strategies, so that your store doesn’t just get a sale, it builds a relationship

Use Revvy today to increase your repeat purchase rate and create a loyal customer base that drives sustainable growth.