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A real, data-backed benchmark study (156K customers) rather than an assumed rule of thumb - gives you an actual number to compare your own repeat rate against by category.
Repeat Purchase Rate Benchmarks: 18.8% Across 156K Customers
From bsandco.us by BS&Co
- Aggregate average repeat purchase rate: 18.8% across the studied dataset.
- Consumables and apparel show meaningfully different repeat-rate bands.
- Numbers change over time and by market - use as directional benchmark, not gospel.
