20 Proven Strategies to Increase Repeat Purchases in eCommerce

To increase repeat purchases, focus on building strong customer relationships through exceptional service, personalized marketing, and value-driven incentives. Implement loyalty programs, send tailored post-purchase emails, offer easy reorder options, and stay top-of-mind with timely promotions. Use data to segment your audience and automate re-engagement campaigns that bring shoppers back.

Struggling to keep your customers coming back? You're not alone. In today’s highly competitive eCommerce world, increasing repeat purchases is one of the most effective ways to boost profits and build a sustainable business.

In this guide, we’ll show you how to increase repeat purchases by covering:

• Why repeat customers matter
• How to measure repeat purchase rate
• 20 actionable strategies to increase repeat sales
• Real-world examples from successful Shopify stores
  
  

Let’s dive in and transform one-time buyers into lifelong fans!

Why Increasing Repeat Purchases Matters

Getting more repeat purchases isn’t just about boosting sales — it’s about building a more efficient, sustainable, and profitable business. Let’s look at why returning customers are so valuable.

The ROI of Repeat Customers

Did you know that returning customers are 5x more likely to buy than first-time shoppers? And that’s just the beginning.

• Higher average order value (AOV): Repeat buyers tend to spend more per transaction than new customers. In fact, research shows that loyal customers can contribute up to 65% of a company’s total business.
  
  
• Increased customer lifetime value (LTV): The longer a customer stays with your brand, the more value they bring over time — not just through purchases, but also through referrals and brand advocacy.
  
  

Investing in repeat purchases means investing in long-term revenue.

Why Retention Beats Acquisition

While acquiring new customers is essential, retaining existing ones is often more cost-effective and impactful.

• Lower marketing costs: It’s 5–7x cheaper to retain a customer than acquire a new one. Once a shopper knows your brand, you don’t have to work as hard — or spend as much — to get them to buy again.
  
  
• Higher conversion rates: Returning customers convert at a much higher rate than first-timers. They already trust your brand and know what to expect.
  
  
• Built-in trust and loyalty: Repeat customers are more likely to engage with your emails, leave reviews, join your loyalty program, and refer friends — helping you grow your audience organically.
  
  

If you want to build a resilient eCommerce brand, focusing on repeat purchases isn’t just smart — it’s essential.

How to Measure Repeat Purchase Rate

Before you can improve repeat purchases, you need to understand how to measure them. That’s where Repeat Purchase Rate (RPR) comes in — a simple but powerful metric that reveals how well you’re turning first-time buyers into returning customers.

Repeat Purchase Rate Formula

To calculate your repeat purchase rate, use this formula:

For example, if you had 200 returning customers out of 1,000 total customers in a given period, your RPR would be:

(200 ÷ 1,000) × 100 = 20%

Tracking this regularly gives you a clear view of your customer loyalty and how effective your retention strategies are.

‍

Benchmarks to Know

So, what’s a “good” repeat purchase rate?

• eCommerce industry average: Typically falls between 20–30%
  
  
• Shopify stores: Top-performing stores often achieve RPRs above 30%, especially those with loyalty programs or subscription models

If your rate is below 20%, there’s strong potential to improve through targeted retention strategies.

Tools to Track It

You don’t have to calculate everything manually. Here are the top tools for tracking your repeat purchase rate:

• Google Analytics
  Use cohort analysis or custom segments to view returning customer behavior over time.
  
  
• Shopify Analytics
  Shopify offers built-in customer reports, including “Returning Customer Rate” in the dashboard.
  
  
• Growave Dashboard
  Track customer activity, loyalty program engagement, and repeat purchases directly from your Growave admin panel.

Book a free demo to see how Growave makes tracking and growing RPR easy.

20 Powerful Strategies to Increase Repeat Purchases

Now that you understand why repeat purchases matter and how to measure them, it’s time to take action. Below are 20 proven strategies to increase repeat purchases, organized into themes for easier implementation.

Optimize the Post-Purchase Experience

‍

Your customer’s journey doesn’t end at checkout. A positive post-purchase experience encourages them to come back.

1. Send a personalized thank-you email – Build rapport and show appreciation.
   
   
2. Provide real-time shipping updates – Set clear expectations and reduce anxiety.
   
   
3. Include a surprise gift or discount – Delight your customer with unexpected value.
   
   
4. Ask for feedback or reviews – Show customers their opinions matter and improve credibility.

Launch a Loyalty Program

Loyalty programs are one of the most effective tools for driving repeat sales.

5. Create a points-based reward system – Encourage purchases with redeemable rewards.
   
   
6. Reward non-purchase actions – Offer points for referrals, reviews, or social shares.
   
   
7. Add tiers for VIP customers – Motivate customers to level up and spend more.
   
   
8. Offer time-sensitive bonus points – Use urgency to drive repeat visits.
   Use Growave to launch your loyalty program in minutes.

Use Smart Email Marketing

‍

Email is still one of the highest-converting marketing channels — especially for repeat purchases.

9. Set up a post-purchase email flow – Recommend related products or restocks.
   
   
10. Send “buy again” reminders – Perfect for consumables or seasonal items.
    
    
11. Offer exclusive deals for return customers – Make them feel valued.
    
    
12. Segment your emails by behavior – Personalize content to increase engagement.

Personalize the Shopping Experience

Tailored experiences create stronger emotional connections and more purchases.

13. Show dynamic product recommendations – Suggest complementary items.
    
    
14. Highlight recently viewed items – Make it easy for customers to pick up where they left off.
    
    
15. Use retargeting ads – Bring shoppers back with customized messaging.

Strengthen Customer Relationships

Customers are more likely to return when they feel connected to your brand.

16. Respond quickly to support inquiries – Fast, helpful service builds trust.
    
    
17. Create a branded online community – Facebook groups or Discord channels work well.
    
    
18. Feature user-generated content (UGC) – Showcase your real customers.
    
    
19. Send personal updates or stories – Humanize your brand with behind-the-scenes content.

Offer Subscription and Reorder Options

Turn one-time buyers into recurring customers with convenience.

20. Launch subscription plans – Ideal for consumables like skincare, coffee, or pet products.
    Bonus tip: Add a “reorder” button in your emails or account dashboard for easy repeat buys.
    
    

Conclusion

Building a loyal customer base doesn’t happen overnight — but with the right approach, it’s absolutely achievable. By focusing on the post-purchase experience, launching a loyalty program, leveraging smart email marketing, and personalizing your customer interactions, you can dramatically increase repeat purchases and grow sustainable revenue.

Ready to take the next step?
Book a free Growave demo and see how our powerful suite of tools — including loyalty programs, reviews, wishlists, and referrals — can help you turn one-time shoppers into devoted repeat customers.

Schedule your free demo now and start boosting customer retention today.

‍

Editorial Note: This blog post was originally written by Dastan Chikeev and later updated for accuracy and relevance by Polina Kulikova.