Products: Repurchase Analysis | Shoplytics


Repurchasing is a mixed result of experience, satisfaction, memory, and loyalty. Product Repurchase Analysis can help you target customers better and identify the products your target market truly wants! Data is updated daily.

*Note: The metrics below include general products and product sets.


This article will cover the following:

  • Definitions
  • Product Repurchase Overview
  • Product Repurchase Insights
  • FAQ


1. Definitions

  1. Named Shoppers

    In order to validate a repurchase, the shopper has to identify either as a unique online shopper or as a store member. As it is impossible to determine if the source of the anonymous purchase was a repurchase, anonymous shoppers are excluded from the calculation. 

  2. Valid Orders

    Product repurchase analysis is solely based on valid orders, which exclude cancelled and deleted orders. However, returns in online and retail stores do NOT affect the calculation of repurchase data.

  3. Timeframe

    The average repurchase behavior is different for different types of products. For example,  repurchasing food items is likely to happen more frequently (possibly daily) than clothing (which tends to be repurchased seasonally). Thus, the default timeframe for Product Repurchase Analysis is one year prior (past year). This allows merchants to review repurchase behavior over a fairly long period. 


2. Product Repurchase overview

You can get a general idea of how your store channels perform by checking the Product Repurchase Rate, Product Latency, Shopper Repurchase Rate and Shopper Latency.  mceclip0.png


  1. Product Repurchase Rate = 15%
    Let's say 100 shoppers bought an item within the selected timeframe. A 15% Product Repurchase rate means that 15 shoppers out of 100 bought the same item more than once within that timeframe.  

  2. Product Latency = 58 days
    Out of these 15 repeat shoppers, it took around 58 days to make these people purchase the same item again. (Get the median value)

  3. Shopper Repurchase Rate = 35%
    This means that 35 out of 100 shoppers also made a repeat purchase where they bought any item from your shop.
    That means although 35 people didn't purchase the same item, they chose another item(s) to purchase, which is still a happy ending for your shop. 

  4. Shopper Latency = 35 days
    Out of 35 repeat shoppers, it took around 35 days for them to make a repeat purchase where they bought any item from your shop. (Get the median value)D
Index Index Description
Product Repurchase Rate No. of shoppers that purchased the same item again ÷ Total Shoppers
Product Latency No. of days between a shopper repurchasing the same item
Shopper Repurchase Rate

No. of shoppers that made a repeat purchase of any item ÷ Total Shoppers

Shopper Latency

No. of days between a repeat purchase of any item


*Note: If a customer places orders for the same product with different variations within the analysis range, it will also be considered as "repurchasing the same product." For instance, if the analysis range is set from 10/1 to 10/31 and a customer purchases a red shirt in size M on 10/3 and then purchases the same red shirt in size L on 10/5, it will be considered as a repurchase of the same product.



  • Businesses that regularly sell the same products to customers in categories like "skincare products" and "daily essentials" can use two key metrics, "Product Repurchase Rate" and "Product Latency," to assess customer satisfaction with their purchases and the frequency at which customers repurchase the same product.
  • Businesses that have customers who rarely repurchase the same items, such as those in the categories of "clothing, accessories, and books," can use two key metrics, "Shopper Repurchase Rate" and "Shopper Latency," to assess customer loyalty to the store's brand and the overall shopping cycle.


3. Product Repurchase Insight

You can use this report to check how a product performs in terms of repurchase during a selected timeframe and find the most popular products with the highest repurchase rate. 

This report is sorted by Shopper count in descending order by default and allows merchants to understand what products have been the most popular. Merchants can change how the results are ordered by clicking on the column titles.



You can see variant-level repurchase analysis data by clicking [Show Variant]. No data will be displayed if the variant has not been purchased during the selected timeframe.

*Remark: Product sets currently do not show product variants.


Shopper Count No. of shoppers who purchased the item within the date range
Repeat Shopper Count No. of shoppers who repurchased the same item
Product Repurchase Rate Repeat Shopper Count ÷ Shopper Count
Product Latency No. of days between a shopper making repeat purchases of the same item
Return Shopper Count No. of shoppers who repurchased any item in the store
Shopper Repurchase Rate

Return Shopper Count ÷ Shopper Count.
This may be used to evaluate whether one product is able to boost the sales of another product


4. FAQ

i. Why is data not split by channel?

If you are running an O2O store, your customers could make purchases via different channels (online shop/offline store), or at different retail stores. The main purpose of this report is to evaluate how satisfied shoppers are with the products they have purchased. Integrating data from all channels and all retail stores provides a better overall picture of customer behavior. 


ii. Why can't I find certain products in the reports?

Please check and make sure the product has not been deleted. Newly created products may not appear until the day after they are created, as reports are updated daily.


iii. Why can't I find certain products/categories during a search?

You can search for products by product name, SKU or barcode. To search for a category, please enter the category name. If you can not find the product or category, it is possible that the product or category has been deleted. If the keyword cannot be found, please try a different keyword.


iv. Why is my Product Repurchase Rate less than the Shopper Repurchase rate?

It is common that customers buying food, clothing, books, etc., tend not to purchase the exact same product each time. The Shopper Repurchase Rate provides a better idea of how satisfied customers are with their purchases for stores selling these types of goods.






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