Ecommerce Metrics · Updated June 2026
Churn rate is the percentage of customers who stop buying from you over a given period. For subscription commerce it is the single most important health metric: a 5% monthly churn means losing nearly half your subscriber base in a year.
For non-subscription stores, churn is fuzzier — typically defined as customers with no purchase in 2–4× the average repurchase window. Winback email flows and replenishment reminders are the standard countermeasures.
Customer lifetime value (CLV or LTV) is the total profit a business expects from a customer across their entire relationship. It combines average order value, purchase frequency, and customer lifespan — and it sets the ceiling on what you can afford to spend acquiring a customer.
Repeat purchase rate is the percentage of customers who have ordered more than once. Healthy Shopify stores typically see 20–35%. It is the clearest indicator of product satisfaction and retention-marketing effectiveness.