Article

Repeat Purchase Rate Benchmarks: 18.8% Across 156K Customers

BS&Co · bsandco.us Free Intermediate

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.

  • 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.
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The question it answers

  1. What's a good repeat purchase rate for my category, and how do Indian brands compare to global benchmarks?

Read with it

  1. An India-first take on retention that names the specific levers Indian brands actually use - WhatsApp CRM, loyalty programs,... productgrowth.in Article D2C Retention Playbook: How India's Best Brands Win ProductGrowth.in
  2. A fresh, dated 2026 benchmark compilation that breaks retention and repeat-purchase rates out by category, giving a second data... taylorsicard.com Article DTC Repeat-Purchase & Retention Benchmarks 2026 Taylor Sicard
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