The most overlooked KPI in e-commerce reporting
Find out which KPI most online stores ignore in reporting and why it’s key to long-term success.
When it comes to e-commerce reporting, store owners often focus on flashy numbers like sales and revenue. But there’s one KPI that often gets overlooked—and it can make or break your growth strategy.
The overlooked KPI: repeat purchase rate
Many stores chase acquisition but ignore retention. Repeat purchase rate tells you how many customers come back.
Takeaway: Healthy stores should aim for at least 25–40% repeat customers.
Why it matters more than sales volume
Sales can be boosted by ads, but repeat purchase rate shows true customer satisfaction and product-market fit.
Takeaway: Retention is cheaper than acquisition—focus here first.
How to track it
WooCommerce, Shopify, and GA4 all provide returning customer metrics. Combine with cohort analysis for deeper insights.
Takeaway: Use automated dashboards instead of manual spreadsheets.
Ways to improve repeat purchase rate
Personalized email flows
Loyalty programs
Subscriptions
Post-purchase offers
Takeaway: Build relationships, not just transactions.
Conclusion: Repeat purchase rate may not be glamorous, but it’s the foundation of profitability and growth.
👉 Want to see your repeat purchase rate clearly? Peasy makes retention analytics simple.
