Shopify Ops Glossary
Repeat Purchase Rate
The percentage of customers who buy more than once.
Definition
Repeat Purchase Rate (RPR) is the percentage of your customer base that has placed more than one order. It is a direct measure of brand loyalty and the effectiveness of your post-purchase experience.
Why It Matters for Shopify Brands
RPR is both a retention metric and an acquisition efficiency metric. High RPR reduces your effective CAC by spreading it across multiple purchases. Ops quality is one of the primary drivers of RPR.
Benchmarks
Consumables: 40–60% RPR is good. Apparel: 25–40%. Durables: 10–20%. Below these benchmarks suggests customer experience or product issues.
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