Finding the right repeat purchase rate is less about a single magic number and more about understanding the story behind your specific number. For a consumable product, your 60-day rate is one of the best indicators of product-market fit and future growth. While benchmarks provide a starting point, the real value comes from digging into what that rate means for your cash flow and marketing strategy.
So, what is a good benchmark?
If you're looking for a number, a good 60-day repeat purchase rate should be trending toward the 25-40% range. On Honest Ecommerce, Curie's founder Sarah Moret said she targeted a repeat rate above 30% for her natural deodorant, a figure she considered high for the industry but reasonable for a product that should see repeat buys if customers like it. Similarly, Andriy Rudnyk mentioned on Ecommerce Coffee Break that if you see a returning customer rate over 90 days in the 30-40% range, you have a strong candidate for a subscription model. Since a 60-day rate feeds into that 90-day number, being in that ballpark is a very healthy sign.
On the other end, the host of The Bottom Line: Ecommerce Tactics for Profitable Growth described a brand with 20-25% year-one retention as
