What is a good repeat purchase rate for ecommerce?
Short answer: 20-30% repeat rate is healthy DTC; 40%+ signals strong product-market fit and brand loyalty.
Full answer
Repeat purchase rate (RPR) is the cleanest single signal of DTC brand health.
Under 15% RPR: the brand is acquisition-dependent. LTV economics will struggle unless AOV is unusually high. 20-30%: healthy DTC, especially consumable / replenishment categories. 30-40%: strong product-market fit. The brand has built a habit. 40%+: typically subscription, supplement, or high-frequency consumable. The retention engine carries the brand.
Levers that move RPR most: first-to-second purchase nurture sequence, subscription option at checkout, replenishment reminders timed to product duration.