What’s a Good Repeat Customer Rate? (2025 Ecommerce Benchmarks)

DTC ecommerce brands need repeat customers.

Repeat customers are where most of your profit comes from. It costs a lot of money to acquire customers (some brands barely break even on the first sale), but when they come back a second time, the customer typically spends more, and costs less.

So, with that in mind, what kind of repeat customer rate should you be aiming for? How do you know if your returning customer rate is good enough (or if your retention funnel is actually a leaky bucket)?

Read on and we’ll help you know where your business stands, and what constitutes a good repeat customer rate, with the latest benchmarks from around the ecom world.

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Latest Repeat Customer Rate Benchmarks by Industry

Repeat customer rate (also called repeat purchase rate, or returning customer rate) measures what percentage of customers make more than one purchase. 

The average for ecommerce is around 15–30%​, but this varies widely by industry.

Below, we’ll break down recent benchmarks for repeat purchase rates in specific sectors, and also discuss key factors influencing customer repeat purchases — including product type, customer service, pricing, and convenience — and how they impact each industry’s ability to retain customers.

Fashion & Apparel

Ecommerce apparel brands see roughly a 25–26% repeat customer rate on average​ (slightly below the overall ecommerce benchmark). 

Apparel is often a one-off or infrequent purchase, which naturally keeps repeat rates lower than consumable goods​.

(this industry is particularly variable, however, and some brands can achieve a much higher repeat purchase rate than the average)

Beauty & Cosmetics

Beauty and cosmetics brands average around a 25.9% repeat purchase rate​. 

The mainstream cosmetics industry is known for low loyalty and deal-hunting – many shoppers chase the best price or latest trend​. As a result, retention can be challenging. 

That said, with the consumable nature of beauty products, much higher repeat purchase rates (>40%) are achievable with a smart retention marketing strategy.

Health & Supplements

Nutritional supplement brands see about a 29% repeat customer rate on average​, which is above the overall e-commerce norm. 

Supplements (along with other consumables like meal kits) lend themselves to regular reordering and subscription models, naturally boosting repeat purchases​. 

Customers who take vitamins, protein powder, etc., often buy them continuously, so brands in this space benefit from built-in repeat demand.

These brands’ business models (e.g. subscriptions, auto-refills) encourage habitual purchasing, keeping repeat rates high as long as product satisfaction remains strong.

Electronics & Tech

Electronics and tech retailers tend to have lower repeat purchase rates due to longer product lifecycles and high competition. 

Consumer electronics see some of the highest churn rates — about 82% churn annually (only ~18% retained)​. 

In other words, the vast majority of electronics shoppers buy once and don’t return soon. This makes sense: customers buy devices or appliances infrequently and often upgrade only after a few years​.

Home & Furniture

Home furnishings and furniture ecommerce sees moderate repeat rates – higher than one-off categories like luxury, but lower than everyday goods. 

Many shoppers in this category are “one-and-done” if they only needed a specific furniture piece. A study by Bluecore found that home goods had just a 14.7% repeat purchase rate — significantly lower than average.

However, once a customer does buy again, they tend to become valuable long-term patrons. Notably, nearly 80% of orders at Wayfair (a major home goods retailer) now come from repeat customers​.

Grocery & Food Delivery

Grocery and food delivery has one of the highest repeat purchase rates in ecommerce. Because groceries are consumable essentials, customers tend to order frequently (weekly or monthly). Surveys in 2023 show about 40% of online grocery shoppers order every week​, which translates to very high repeat engagement. 

A U.S. grocery study reported that customer “repeat intent” hit 65.2% – meaning nearly two-thirds of online grocery users planned to order again from the same service​. 

Services like meal-kit deliveries and food subscription boxes also see repeat rates around or above the industry average (~29% in one analysis)​.

Pet Supplies

The pet supplies industry enjoys high repeat purchase rates because pet owners need to buy food, litter, and other essentials regularly. 

In fact, leading online pet retailers derive the vast majority of sales from repeat customers. For example, Chewy, a U.S. pet e-tailer, reports that roughly 78% of its sales come via Autoship subscriptions (repeat orders)​, and overall about 90% of revenue comes from existing customers’ repeat purchases​.

The repeat customer rate benchmark in pet supply can easily exceed 30%, especially for consumables.

Automotive Parts & Accessories

Automotive parts and accessories present a retention challenge, as customers often shop only when a part is needed. 

This leads to a lower repeat customer rate relative to many other ecommerce industries. Many buyers are one-time purchasers looking for a specific replacement part or accessory and might not return until their next repair or upgrade, which could be months or years later. 

One analysis of online auto parts sales found that a small core of loyal repeat customers (about 8% of customers) can account for 40% of revenue​ – underscoring how a minority of frequent buyers (such as auto enthusiasts or professional mechanics) drive a large share of sales. 

In general retail terms, after a first purchase there’s roughly only a 27% chance a customer will return at all, but if you get them to make a second and third purchase, the chance of repeat rises to 54% or higher​.

Luxury Goods

Luxury goods (e.g. high-end fashion, jewelry, designer items) have the lowest repeat purchase rates in ecommerce. 

Bluecore’s study found that only about 9.9% of first-time luxury/jewelry customers made a second purchase within the same year​.

Regional Insights

Do repeat purchase rates change depending on the region? 

Generally, these benchmarks hold steady in all locations.

Many of the above benchmarks (fashion ~25%, beauty ~26%, supplements ~29%) have been observed in North America, Europe, and other regions with mature ecommerce markets. 

High-frequency categories (like groceries, cosmetics, or pet supplies) tend to have higher repeat rates in any region, whereas discretionary or one-time purchase categories (like luxury fashion or electronics) skew lower.

Data sources

The data above is a curation of reports from various sources, including Shopify, Gorilla360, Bluecore, Metrilo, Mercatus, and our own anecdotal data from speaking with DTC brands.

Factors Influencing Repeat Customer Rates

Multiple factors influence whether customers come back to buy again.

Key drivers of repeat customer rates include:

Product Type & Purchase Frequency

The nature of the product makes a big difference. Some products are one-offs (it doesn’t make much sense for customers to come back and buy again), while others (such as consumables and necessities) drive higher repeat rates – customers need to restock regularly. 

For example, subscription meal kits and supplement brands see repeat purchase rates around 29% (above average), whereas a one-off or seasonal product like specialty tea had a low ~21% repeat rate​. 

In general, fast-moving consumer goods (grocery, beauty, pet food) naturally create repeat purchases because they get used up​. 

In contrast, durable goods (furniture, electronics, appliances) have longer replacement cycles (and are often much higher prices), so customers won’t buy as often.

Loyalty Programs

About 83% of consumers say that being part of a loyalty program influences their decision to buy again from a brand​. 

Points, discounts, and perks give customers an incentive to return. Brands with top-performing loyalty programs see up to 15–25% higher annual revenue from loyal customers, showing how effective these programs can be in driving repeat business​

Product Quality

High product quality and customer satisfaction are fundamental to earning repeat buyers. 57% of shoppers cite superior product quality as a top driver of their loyalty​. 

If a product meets or exceeds expectations, customers are far more likely to purchase again (and even forgive occasional issues), while poor product experiences quickly erode trust.

Customer Service

In 2024, 45% of consumers reported switching brands due to poor customer service​ – nearly half of customers will walk away if they feel support is lacking or issues are handled poorly. 

Conversely, responsive and helpful service builds trust and keeps people coming back. Everything from prompt responses to inquiries, easy issue resolution, and friendly communication contributes to a positive experience.

Personalization & Customer Experience

Around 60% of consumers are more likely to become repeat buyers after receiving a personalized experience​. 

This could mean tailored product recommendations, targeted email follow-ups, special offers based on past purchases, or even personalized loyalty rewards. When customers feel a brand understands their preferences and needs, they develop a stronger connection, and are more likely to return.

Subscription & Convenience

Products suited to subscriptions or auto-replenishment naturally see higher repeat rates thanks to the frictionless reordering process. 

Many top-performing categories for repeat sales (e.g. supplements, pet food, coffee) use subscription models to lock in regular purchases. 

Even without formal subscriptions, easy re-order processes (like one-click rebuys or reminder emails when it’s time to re-stock) help boost repeat sales​.

Tips to Get More Repeat Customers

If your brand’s repeat purchase rate is lagging behind (or you just want to get more repeat customers, and drive higher margins), here are some quick tips to help you achieve this.

1. Improve Customer Experience

• Ensure fast, reliable shipping and easy returns.
• Offer outstanding customer support (quick responses, live chat, easy issue resolution).
• Personalize interactions with custom recommendations and follow-ups.

2. Leverage Loyalty & Subscription Models

• Launch a loyalty program (points, discounts, VIP perks) to reward repeat customers.
• Offer subscriptions or auto-replenishment for consumable products.
• Provide exclusive deals for repeat buyers, such as discounts on second purchases.

3. Optimize Pricing & Value Perception

• Offer bundle deals or volume discounts for customers buying again.
• Create limited-time offers for returning customers to encourage repurchases.
• Make your pricing transparent and justify premium pricing with superior service/quality.

4. Make Reordering Easy & Convenient

• Implement one-click reorders and a "Buy Again" section in customer accounts.
• Send timely replenishment reminders via email, SMS or push notifications.
• Allow customers to save favorites or set up scheduled deliveries.

5. Build Emotional Connection & Brand Loyalty

• Engage customers with storytelling, brand values, and community engagement.
• Provide exclusive access to early product releases, limited editions, or insider perks.
• Create a seamless omnichannel experience (online, mobile, in-store, social).

6. Enhance Product & Service Quality

• Ensure consistent product quality to meet or exceed expectations.
• Follow up with post-purchase emails or surveys to check customer satisfaction.
• Offer hassle-free warranties, guarantees, or repair services for high-value products.

7. Launch a Mobile App

• A mobile app gives a more direct line to your customers, and makes repeat purchasing easier.
• Push notifications are great for re-engagement promotions and automated re-up reminders.
• To launch your app quickly and easily, just convert your existing website into a mobile app with MobiLoud (and go live in less than a month).

Final Thoughts

A strong repeat purchase rate is crucial for your business to survive and thrive long-term.

Repeat purchases are more profitable, make you less reliant on new customer acquisition, and protect you against market changes and platform risk.

Check the benchmarks above to know where you stand in relation to the benchmarks from your industry (but understand that many more factors go into whether or not your repeat purchase rate needs to be improved).

One of the best ways to drive more repeat sales is with a mobile app. With MobiLoud, you can create a mobile app for your brand that requires minimal work and investment, boosting retention and growing revenue with basically no risk.

To get an idea of what’s possible, get a free preview of your app now, and learn how easy it is to create your own retention-driving mobile app.