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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.
What do you sell?
Benchmarks shift a lot by category — consumables repeat far more than considered purchases. Pick the closest fit; everything downstream is graded against it.
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 above 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, synthesized 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.