Insights into Repeat Purchase Rate drop-offs for Shopify stores

Your Repeat Purchase Rate should hold steady or improve as customers place repeat orders. This shows that they are engaging with your store and products.

A Repeat Purchase Rate drop-off is where there's a significant drop in your rate based on a clear behavior, usually from one order to the next (e.g. first to second orders, second to third orders, etc).

A significant drop-off in the repeat purchase rate can be a sign that your customers aren't re-ordering and are defecting to your competitors. It could also signal product dissatisfaction.

How to improve your drop-offs

To improve your repeat purchase rate drop offs, you need to increase trust with your customers earlier in the lifecycle. They need to look at you as a trusted store or vendor that they enjoy shopping with.

This can take a variety for forms but for Shopify stores, these are the more effective ones.

You can also create win-back campaigns to try to get past and defected customers to come back to your store.


It's common to have drop-offs at specific points, the step from Order #1 to Order #2 is a very common one as some customers will are only interested in buying once.

Eric Davis

Measure which customers you're retaining and which you're losing

In order to keep your best customers, you need visibility into what's going on with them. Repeat Customer Insights will help you track down where you're losing customers and how to better target new ones.

Learn more

Topics: Ecommerce metrics

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