Product Repurchase Rate

Product Repurchase Rate shows, for each product, how many customers bought it in your date range and how many of them had bought it before.

How It’s Calculated

Each row is a product, with these columns:

• Product: the product’s title, with its image.
• Customers: the customers who bought it in the date range.
• Repurchased: those customers who had also bought it in an earlier order.
• Repurchase Rate: Repurchased divided by Customers.
• Total Items: the number of items sold in the date range.
• Repurchased Items %: the share of those items that were not the customer’s first purchase of the product.

The earlier order can be from before the date range or from earlier in it. A customer who buys a product in January and again in March counts as repurchased in a range that holds only March.

The table lists products with more than 10 items sold in the range. Products with 10 items or fewer are left out.

It shows at most 100 products, with the highest Repurchase Rate first. A product with a low rate can fall below the cut-off and not appear.

What Counts

• Orders that were canceled, or whose payment was voided or expired, don’t count.
• Refunds and returns aren’t taken off. A refunded item still counts as sold.
• Dates follow your store’s time zone.
• A purchase counts as the first one only among the orders that match your Sales Channel, Segment and Filters. With a channel picked, an earlier purchase on another channel doesn’t make a later one a repurchase.
• A product is counted by its ID and the title on the order. If you rename a product, orders under the old title and the new one show as 2 rows.

Two cases count as repurchases that you might not expect:

• Two line items for the same product in one order, such as 2 variants, count the second one as a repurchase.
• Orders with no customer add to Total Items. After the first of them, each counts toward Repurchased Items %, but none adds to Customers or Repurchased.

With Segment set, only orders from customers in that segment count. This report has no Compare control and no chart.

What Good Looks Like

It depends on the product. Items people use up, such as food, skincare or supplements, can bring a high rate. Items people buy once in years, such as a bed, bring a low one.

Compare a product with similar products in your store, and with its own rate in earlier ranges.

The report looks at every earlier order, whatever the date range. Changing the range changes which customers are in the report, not how far back it looks for an earlier purchase.

What to Do About It

• A high rate: feature the product in your follow-up emails and your ads to existing customers.
• A low rate on a product people use up: remind customers when it’s time to reorder. Cohort Repurchase Rate shows how soon customers come back.
• A low rate on a product bought once: check whether those customers come back for anything. Product Cohort Retention groups customers by the products in their first order.
• A product you want to build on: make a custom segment of the customers who bought it, then sync it to your email or ad platform.

Get AI Insight at the top of the report asks Copilot for a short read of it.

When benchmarks are on for your store, a vs Stores Like Yours card at the top compares your store’s repeat purchase rate with similar stores. Turn it off with Show benchmarks in Report settings.

Where to Find It

• Product Repurchase Rate: open Reports and look under Products.
• Cohort Repurchase Rate: the share of new customers who came back within 30 days to 3 years, grouped by the month of their first order.
• Product Cohort Retention: customers grouped by the products in their first order.