Marketing metric

Repeat customer rate

The share of your own-site customers who ordered twice or more in the last 12 complete months.

1. 1

   1 · How we calculate it

   Customers with two or more orders, over customers with one or more.

   Repeat customer rate=Customers with 2+ orders÷Customers with 1+ order

   We count your own-site customers with at least one order in the last 12 complete months. Then we take the share of them with two or more.

2. 2

   2 · Where the data comes from

   It needs one kind of data, from a system you connect.

   Data	From
   Your Shopify store’s orders and customers	Shopify

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   3 · What we compare it with

   A rule of thumb says 25% to 30% is healthy.

   25%–30%Rule of thumb · Polar Analytics

   Polar Analytics gives this range for an established brand, and says newer stores run lower.¹ It’s a rule of thumb, not a measured figure.

   Their basis	The post names no brands, period or data behind the range.
   Why we show it	We found no measured figure that counts repeat customers the way we do.

   25%–30% rule of thumbNorthwind Pet Co · 22%

   0%40%

   Below their rule of thumb

   Polar Analytics, Jun 24, 2026 →