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How healthy is your repeat revenue?

Pull a handful of numbers from Shopify Analytics, and get an instant retention grade: how you compare to your category, what a small lift in second orders is actually worth in dollars, and where to start fixing the leak. No spreadsheet, no math on your part.

Your numbers

Five minutes in Shopify Analytics gets you everything below. Results update as you type — nothing is required except the fields you have.

What do you sell?Benchmarks shift a lot by category — consumables repeat far more than considered purchases.Repeat revenue share%Shopify Analytics → Reports → new vs returning customer sales. The share of revenue from returning buyers.New customers, last 12 months#Shopify Analytics → first-time customers, trailing 12 months.Average order value$Shopify Analytics dashboard card.Contribution margin before marketing%What's left of an order after product, shipping, and fulfillment costs. Many DTC brands land near 40%.Blended customer acquisition cost$Total marketing spend ÷ new customers, same period.

Sharpen the diagnosis

Second-purchase rateoptional%Of first-time buyers with a full 12 months to return, the share who chose to order again — subscriptions excluded. reOtter's free analytics computes this for you.Subscription share of revenueoptional%Roughly what portion of revenue comes from subscriptions, if you run them.

Everything runs in your browser — your numbers aren’t sent anywhere unless you choose to email yourself the results.

Your scorecard appears here

Pick your category on the left to see its benchmarks, then add your numbers — every field you fill unlocks another line of the diagnosis.

Why these numbers?

For most stores, the first sale is a loss leader: after ad spend, discounts, and fulfillment, the average first order barely breaks even — and often doesn’t. The business actually lives in the orders that come after, where there’s no acquisition cost attached. That’s why this scorecard centers on the second order: the share of first-time buyers who choose to come back is the single best predictor of whether your growth compounds or has to be re-bought every month.

Shopify’s dashboard “returning customer rate” won’t tell you this — it counts anyone who has ever ordered before, subscription renewals included, so it flatters nearly every store. The honest version is a cohort question: of the customers whose first order was a one-time purchase, and who’ve had a full year to return, how many chose to buy again? Enter it if you know it — and if you don’t, reOtter’s free analytics computes it from your order history automatically.

Benchmarks here are category ranges, not gospel. A coffee brand and a furniture brand with the same repeat rate are in completely different shape. Grade yourself against your own category, and against your own trend line over time.

Benchmark sources: category repeat-purchase bands, second-order timing, and revenue over-index figures are drawn from BS&Co’s 2026 analysis of 156,110 DTC customers and Taylor Sicard’s 2026 DTC retention benchmarks, which synthesizes that study with broader published industry ranges. Measured on a ~12-month window; strict 365-day cohorts run lower than lifetime measures, so hold your own definition constant quarter to quarter.