WooCommerce Repeat Customers
Grow Second Purchases
Turn one-time buyers into repeat customers. Learn how to measure repeat rate, reduce friction, and use email and loyalty to drive the next purchase.
Why Repeat Customers Pay Off
Repeat customers cost less to acquire, convert at higher rates, and often spend more. Improving repeat purchase rate is one of the highest-leverage moves: you're not dependent on new traffic, just on giving existing customers a clear, timed reason to buy again.
Measure and Grow Your Repeat Customer Base
StoreRadar shows repeat purchase rate, time to second order, and lapsed segments so you can run targeted win-back campaigns and see what’s working.
How StoreRadar Helps You Analyze and Grow Repeat Customers
WooCommerce doesn’t show repeat purchase rate or “customers who haven’t bought in 60 days” out of the box. StoreRadar connects to your store and surfaces these segments so you can measure repeat behavior and act on it.
- Repeat purchase rate — See what share of customers have made 2+ orders and how that trend changes over time, so you know if your retention efforts are working.
- Time to second purchase — Understand how long it typically takes customers to come back. Use that window to time post-purchase emails and win-back campaigns.
- Lapsed and at-risk segments — Identify customers with one order and no purchase in 60+ days (or your chosen window) so you can target them with win-back offers and measure re-activation.
What Drives Repeat Purchases
Tactics that get customers to buy again
Post-purchase email sequence
Automated emails after purchase: thank you, shipping, delivery, how-to use, review request, then related products or refill reminder.
Include product-specific content. Day 0, 3, 7, 14, 30, 60 is a solid cadence.
Replenishment / refill reminders
For consumables, remind customers when they might be running low based on purchase date or typical use (e.g. 'Time for a refill?' 45 days after order).
Segment by product type so you don't suggest refills for one-time items.
Loyalty or points program
Customers earn points per dollar and redeem for discounts or free products. Makes repeat purchases feel rewarding.
Make earning visible at checkout and in emails. Set achievable first reward (e.g. $5 off at 100 points).
Win-back campaigns
Target customers who haven't ordered in 60-90+ days with a personalized email and incentive (e.g. 15% off your next order).
2-3 emails with escalating offer. Segment by last product so recommendations are relevant.
Subscriptions / subscribe & save
Offer recurring delivery for consumables with a discount. Subscribers have very high effective repeat rates.
WooCommerce Subscriptions plugin. Offer 10-15% off for subscribe & save; make cancel easy to build trust.
One-click reorder & saved details
Let returning customers reorder quickly with saved address and payment. Reduce friction for the next purchase.
WooCommerce accounts already store addresses; highlight 'Reorder' on order history and in emails.
Repeat Customer Diagnostic
Measure and improve your repeat purchase rate
Calculate repeat purchase rate
What percentage of customers have made 2+ orders? This is your baseline.
Repeat rate = (Customers with 2+ orders ÷ Total customers) × 100. Use WooCommerce reports, export orders, or a tool like StoreRadar to segment by order count and see repeat rate over time.
Average: 20-30%. Good: 30-40%. Excellent: 40%+
Measure time to second purchase
How many days typically pass between first and second order? This is your natural repurchase window.
For customers with 2+ orders, calculate median days between first and second order. Segment by product category if possible.
Use this to time post-purchase and win-back campaigns
Segment by first purchase
Do certain first-purchase products lead to higher repeat? Some products create stickier customers.
Compare repeat rate for customers whose first order contained product A vs product B. Double down on acquisition that leads to repeats.
Identify 'gateway' products that drive loyalty
Audit post-purchase touchpoints
What happens after someone buys? How many emails, and do they include a clear path to the next purchase?
Order from your store. List every email and on-site touchpoint in the 60 days after purchase.
Aim for 4-6 valuable touchpoints with at least one 'next purchase' CTA
Check reorder friction
Can a returning customer reorder in one or two clicks? Or do they have to search and re-enter everything?
Log in as a test customer with order history. Try to place a second order. Note every extra step.
Saved address, saved payment, 'Reorder' or 'Buy again' where possible
Quick Wins
Get started in under a few hours
Add a post-purchase email with related products
Send one email 7-14 days after delivery with 'You might also like' or 'Complete your set' and a direct link to buy.
Low effort, proven lift in second purchase
Enable 'Reorder' in account area
Ensure order history shows a clear Reorder or Buy again action so returning customers don't have to search.
Reduces friction for willing repeat buyers
Segment one win-back campaign
Export customers with 1 order and no order in 60+ days. Send a single email with 10-15% off and a link to their last category or product.
Reactivates a slice of one-time buyers
Common Mistakes
Avoid these pitfalls when growing repeat customers
Only marketing to new customers
Spending all budget on acquisition while ignoring existing customers. Repeat rate stays low and LTV never grows.
Balance: invest in post-purchase sequences and win-back. Existing customers convert at higher rates and cost less to reach.
Asking for a second purchase too late
Waiting 6 months to suggest a refill or related product. By then the customer has forgotten or bought elsewhere.
Time outreach to your category's repurchase cycle. For consumables, 30-45 days is often right. Start the sequence early.
Generic emails with no next step
Sending 'Thanks for your order' and nothing else, or only promotional blasts with no personalized next-best action.
Every post-purchase flow should include at least one email with a clear, relevant CTA: related product, reorder, or review.
Making reorder hard
No saved address, no reorder button, or forcing customers to find the product again from scratch.
Promote account creation (or guest checkout with email capture). Show order history and Reorder. Save payment methods where compliant.
Related WooCommerce Guides
Stop Losing Customers
Diagnose why customers don't return.
Product Bundling
Increase AOV with bundles that convert.
Coupon Strategy
Use discounts without killing margins.
Increase AOV
Get customers to spend more per order.
Reduce Cart Abandonment
Stop losing customers at checkout.
Increase Conversion Rate
Turn more visitors into customers.
Frequently Asked Questions
Common questions about growing repeat customers in WooCommerce
A repeat customer is someone who has made two or more orders. Repeat purchase rate is the percentage of customers who come back for a second purchase. WooCommerce doesn't label this in the UI by default—you need reports or a tool like StoreRadar to segment customers by order count and see repeat rate over time.
Industry averages are 20-30% (20-30% of customers make a second purchase). Good stores see 30-40%, and excellent ones 40%+. Consumables and subscription-friendly products typically see higher repeat rates; one-time purchases (e.g. furniture) are lower. Focus on improving your own rate rather than comparing to unrelated categories.
Repeat customers cost less to acquire (no new CAC), convert at higher rates, and often spend more per order. Increasing repeat rate directly improves LTV and profit. A 5% lift in retention can mean 25-95% more profit depending on your margins.
Trigger the next purchase at the right time: post-purchase email sequences with how-to and related products, win-back campaigns for lapsed buyers, loyalty or rewards programs, and subscriptions for consumables. Make it easy to reorder (saved addresses, one-click reorder) and remind customers when they're likely to need a refill or replacement.
Timing depends on product type. Consumables: 30-60 days. Apparel: 60-90 days. Durable goods: 90-180 days or when you have a relevant new product. Don't spam—use behavior (e.g. opened emails, visited product page) and time since last order to send relevant offers.
Yes, when rewards are achievable and valuable. Points per dollar with clear redemption tiers (e.g. 100 points = $5 off) work well. Plugins like WooCommerce Points & Rewards or third-party loyalty apps integrate with WooCommerce. Members typically show 20-30% higher purchase frequency when the program is visible and easy to use.
See Repeat Rate and Lapsed Buyers in StoreRadar
Connect your WooCommerce store to see repeat purchase rate, time to second order, and lapsed segments—so you can run win-back campaigns and track whether more customers come back.
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