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

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Topics: Ecommerce metrics

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