How to Increase Repeat Purchase Rates for Your Shopify Store

Gaining new customers will always be essential, but your most profitable audience? It’s the customers you’ve already won over. This is where your repeat purchase rate (RPR) comes in.

According to Shopify, returning customers drove a 59% increase in revenue within the past two years. Why? Because repeat customers boost profitability, improve customer lifetime value (CLV), and save businesses the costly effort of constantly acquiring new buyers.

This guide will explore how to measure and improve your repeat purchase rate, the strategies and tools you can use, and why increasing RPR could transform your Shopify store into a highly profitable, self-sustaining business.

What Is the Repeat Purchase Rate, and Why Is It Important?

The repeat purchase rate (RPR) is the percentage of your customers who come back and make subsequent purchases. It’s one of the most critical metrics for tracking customer satisfaction and loyalty.

Why it matters:

• Shows customer loyalty

  : RPR reveals how well your store retains customers.

• Improves profitability

  : Repeat customers are more likely to spend more than new ones.

• Drives business stability

  : Focusing on returning customers creates a predictable sales flow.

How to calculate your repeat purchase rate:

Use this simple formula to measure your RPR for any timeframe you choose.

Repeat Purchase Rate (%) = (Number of Customers Who Made Repeat Purchases ÷ Total Number of Customers) x 100

Example:

If your store has 1,000 customers, and 400 of them returned to purchase again, your RPR is 40%.

Make sure to define an appropriate purchase frequency for your business. High-frequency items like skincare products might use a 3–6 month timeframe, whereas big-ticket items (like furniture or appliances) may require a longer measurement window.

Where to find your data:

If you’re on Shopify, head to the analytics section of your dashboard. Generate a customer sales report to identify repeat buyers, then calculate your RPR.

Why Repeat Purchase Rates Directly Impact Business Success

1. Higher Customer Lifetime Value (CLV)

Loyal customers spend 10x more over their lifetime than first-time buyers. They’re also less price-sensitive and more likely to opt for premium products or add-ons.

For example, LIVELY, a lingerie brand, designed a loyalty program that increased their customer lifetime value by 39% and overall spending by 36%.

By boosting your RPR, you’ll naturally grow CLV over time, making every customer more valuable to your bottom line.

2. Improved Brand Loyalty and Recognition

When customers return, they become more familiar with your brand. This familiarity often translates into advocacy, as loyal customers love to spread the word through positive reviews and recommendations.

Satisfied customers also provide highly relevant feedback. With their insights, you can tailor offers, improve your product line, and further strengthen loyalty.

3. Cost-Efficient Growth

Acquiring a new customer can cost 5x more than retaining an existing one. High repeat purchase rates reduce your reliance on expensive acquisition channels, allowing you to focus more on nurturing relationships with your existing customers through rewards or personalized offers.

4. Opportunities to Upsell and Cross-Sell

Repeat customers already trust your brand, making them ideal candidates for upselling and cross-selling. For instance, if your Shopify store sells luxury soaps, you can offer returning customers bundle deals or complementary items like bath salts, creating further revenue with little additional marketing effort.

Top 5 Strategies to Increase Repeat Purchase Rates

1. Launch a Loyalty Program with Loyalty Wizard

Loyalty programs are one of the most effective tools for boosting RPR. Platforms like Loyalty Wizard make it easy to reward repeat customers with points, exclusive discounts, or VIP perks.

Key features of Loyalty Wizard include:

• Rewarding every order with points or status upgrades.

• Incentives for social actions (e.g., sharing on Instagram or TikTok).

• Easy integration with tools such as Klaviyo, Gorgias, and 25+ others.

• No coding required for setup.

Example: Create tiered rewards to encourage multiple purchases. Shoppers who reach a higher VIP tier can unlock free shipping or access to limited-edition products.

2. Send Personalized Post-Purchase Follow-Ups

After a customer makes a purchase, don’t leave them hanging. Use automated email campaigns to thank them, share product tips, and offer personalized recommendations based on their past purchases.

Tools like Klaviyo are perfect for creating personalized email workflows on Shopify. You can send reminders to restock consumable items or invite them to try related products.

Pro tip: Include a discount code in your follow-up email as an incentive for their next order.

3. Use Points Bonus Events to Drive Repeat Purchases

Motivate customers to shop again with timed events that offer bonus points or rewards for specific actions. For example, double points during seasonal promotions or their birthday month can encourage urgency and spark multiple transactions.

Example event: Offer 2x points for Father’s Day gift orders, nudging customers to shop for special occasions.

4. Optimize Product Upsells and Cross-Sells

Shopify offers a variety of plugins (like Bold or ReConvert) that suggest related products during checkout or on product pages. By understanding customer preferences, these recommendations feel helpful rather than intrusive.

Example: If customers buy a coffee maker, recommend ground coffee or eco-friendly filters at checkout.

5. Regularly Collect Feedback and Optimize Loyalty Efforts

High-performing loyalty programs require ongoing optimization. Regularly collect customer feedback through surveys or social media to assess what resonates and what needs rethinking.

With Loyalty Wizard, you can also benchmark your loyalty program against similar Shopify stores to fine-tune your strategy. Look at data like redemption rates and average spend to identify areas for improvement.

Take the First Step Toward Stronger Customer Loyalty

Getting customers to return shouldn’t be complicated. With the right strategies and tools like Loyalty Wizard, Shopify store owners can easily build the kind of loyalty that drives repeat purchases and long-term profitability.

Start small. Track your repeat purchase rate, implement simple loyalty rewards, and watch your business evolve as customers keep coming back.

Are you ready to boost your repeat purchase rates and grow your store? Try Loyalty Wizard today and see the difference for yourself!