Free tool · Ecommerce retention

What is a better repeat rate worth?

Put a dollar figure on getting more first-time buyers to order again within 90 days. Use your own numbers, then see what one point of repeat rate is worth in revenue and gross profit.

An estimate from your inputs. Nothing you enter is sent anywhere.

Your customers today

First-time buyers in the last 12 months.

Share of first-time buyers who ordered again within 90 days.

Repeat orders only, if you have it.

After product cost, shipping, and payment fees.

The goal

A realistic goal for the next year.

How many more orders a repeat customer places in 12 months.

How the numbers work

  • Extra repeat customers = new customers × (target rate − current rate)
  • Extra repeat orders = extra repeat customers × repeat orders each in a year
  • Extra revenue = extra repeat orders × average order value
  • Gross profit = extra revenue × gross margin

Before you trust the result

  • Measure the current rate on cohorts with a full 90 days of history. Recent customers drag it down.
  • Some customers would have come back anyway. Test a change against a holdout group before counting all of it.
  • See how repeat rate, frequency, and reactivation are measured in a working customer retention dashboard in Sigma.
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