What is a good repeat purchase rate for an online store?
Short answer
A healthy repeat purchase rate for most e-commerce stores is between 25% and 35%. Below 20% means your retention is leaking.
What counts as a repeat purchase
A second order from the same customer within twelve months. Subscriptions and auto-renewals count, but they inflate the number.
Benchmarks by category
Consumables like coffee and skincare sit between 35% and 50%. Apparel and home goods are typically 20% to 30%. Big-ticket items like furniture are under 15% — and that is normal.
What actually moves it
Post-purchase follow-up is the single highest-leverage action. A well-timed email after the first order doubles the chance of a second.