Returning Customers

Track the total number of customers that keep coming back to your online store.

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Ecommerce KPI Example - Returning Customers Metric


How effective is your online store at drawing your customers back time and time again? The Returning Customers e-commerce metric helps you track the percentage of your total visits from repeat customers.

A higher number of returning customers indicates that the business is successfully retaining its existing clients, which is essential for long-term growth and profitability. Retaining customers is often more cost-effective than acquiring new ones, as returning customers are more likely to make additional purchases and recommend the brand to others.


(Repeat online customers/Total number of online customers)x100

Reporting frequency

Monthly, Quarterly

Example of KPI target

65% returning customers


Store Owner, Online Sales Manager, Marketing Manager


Percentage of returning customers on site

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