Retention Metrics
Repeat Purchase Rate — Apr 2026 (>=2 orders / >=1 order)
— 13.61% vs pre-Apr 2026
Repeat Customer Count (>=2 orders)
▲ 971 vs pre-Apr 2026
Total Customer Count (>=1 order)
— 7,136 vs pre-Apr 2026
D30 Retention % (cohort)
— N/A vs prior
Repeat purchase rate 13.08% (982 / 7,509) — amber band (10-20%). Slight decline vs pre-Apr snapshot of 13.61% (971 / 7,136). D30 retention not computed in strip; see cohort heatmap for per-cohort D30 values. Source: Shopify customers bulk export (2026-04-23),
numberOfOrdersfield; prior snapshot filterscreatedAt < '2026-04-01'.
Cohort Retention Heatmap
Rows = acquisition month. Columns = months since acquisition (0=first purchase). Color intensity = retention %.
Monthly Repeat-Rate Trend
Repeat-rate share ranges from 0% in the earliest months (no prior cohorts) to a peak of 18.75% in 2025-10 and 18.15% in 2026-03. The trailing 12 months average ~12%, sitting below the 15% healthy baseline but trending upward.
Days to Second Purchase — Distribution
982 customers made a second purchase. 35.8% repurchased within 7 days (352), 21.7% within 7-30 days (213), 20.3% within 30-90 days (199), and 22.2% took longer than 90 days (218). The early spike suggests strong post-purchase momentum; the long tail implies a reactivation opportunity beyond day 30.
LTV:CAC Framework
Stub values. LTV uses AOV x est. orders-per-customer (1.2-1.4) from cohort heatmap; CAC uses blended 1,573 KES from W1 Meta spend / attributed orders. True LTV:CAC requires channel-attributed first-order data.