Updated June 2026
The typical returning customers across Shopify stores is 25.5% in 2026 — but it ranges from 14% (Art & Collectibles) to 41% (Pet Supplies) depending on industry.
Bars show the typical value; the right column shows the full low–high range. Click an industry for context and improvement tactics.
Acquiring a new customer costs 5–10× more than retaining one. Stores with healthy repeat rates can outspend competitors on acquisition because each customer is worth more.
Across 20 industries, the typical returning customers for Shopify stores is around 25.5% in 2026. "Good" depends heavily on your industry — Pet Supplies stores typically see 41%, while Art & Collectibles stores average 14%. Compare against your own vertical, not the global average.
Returning customer rate is the share of orders placed by customers who have bought from your store before.
Launch a simple loyalty or points program Send post-purchase education and replenishment reminders Offer subscriptions for consumable products Publish helpful content (blog, guides) that keeps customers coming back
Chakril aggregates published benchmark studies (6 public sources, 2024–2026), normalizes them for Shopify stores, and expresses each benchmark as a typical range rather than a single false-precision number. Figures are directional estimates intended for planning and comparison, refreshed June 2026.