Retention Rate
The percentage of customers who continue to buy from you over time.
Definition
Retention rate is the complement of churn rate — the percentage of customers who remain active buyers over a given period. High retention rate is the hallmark of brands with strong product-market fit and excellent customer experience.
Why It Matters for Shopify Brands
Improving retention rate by 5% typically increases profitability by 25–95% (Bain & Company). Retention is far cheaper to maintain than acquisition is to replace. Every ops dollar spent improving retention generates compounding returns.
Benchmarks
Annual retention rate benchmarks: subscription brands 60–80%, consumable products 30–50%, durable products 10–20%.
Need help improving your Retention Rate?
Opsio helps Shopify brands hit the right benchmarks — from CSAT and FCR to return rate and churn. Get your ops handled.
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