Returning Customer Rate

Returning Customer Rate is a tricky metric. In most of the industry it is the same as Repeat Purchase Rate except Shopify considers it something differently.

In Shopify, the Returning Customer Rate is the measurement of customers who bought a second time in a given period of time.

While it's similar to Repeat Purchase Rate, Repeat Purchase Rate requires the initial order and second orders to be fully within the time. Returning Customer Rate on the other hand allows for the initial order to be outside the period of time (details here).

Returning Customer Rate can be useful when you're looking at a narrow date range of behavior data, especially if you compare it to your overall Repeat Purchase Rate. This will tell you if customers are ordering again more or less.

Returning Customer Rate has nothing to do with returning customers.

Eric Davis

Discover where your best customers come from

Going beyond simple attribution, Repeat Customer Insights lets you analyze and segment your customers by who first sent that customer your way.
This will let you find the best sources of long-term customers, not just anyone who orders.

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Topics: Glossary Returning customer rate

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