Membrane

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 · 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 · Where the data comes from

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

    DataFrom
    Your Shopify store’s orders and customersShopify
  3. 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 basisThe post names no brands, period or data behind the range.
    Why we show itWe found no measured figure that counts repeat customers the way we do.
    Example · Northwind Pet Co, an invented brand with an invented number
    25%–30% rule of thumbNorthwind Pet Co · 22%
    0%40%

    Below their rule of thumb

    Polar Analytics, Jun 24, 2026 →

Sources

Every page was read on Sep 30, 2026.

Published figures

Stop wondering if something better is out there.