27% -- repeat purchase rate for global eCommerce (2025)

The repeat purchase rate for global eCommerce is 27% as of 2025 according to Shopify. This figure is the primary benchmark in the Lighthouse dataset for this segment. Individual results vary by region, channel mix, and audience quality.

A strong repeat purchase rate benchmark for global eCommerce is 27%, using the current serving value as of 2025. This is one serving-eligible observation, not a distribution median; top-quartile comparisons require the underlying distribution. Vertical, audience size, and campaign type all shift what 'good' means.

The published repeat purchase rate serving value for global eCommerce is 27% as of 2025. Individual sectors and audiences may differ substantially; this single observation does not establish an aggregate mean. Quartile comparisons require the underlying distribution, which is not implied by this record.

Primary drivers of repeat purchase rate variation for global eCommerce include audience segmentation, timing, and channel selection. Methodology documents campaign factors, but this serving record does not quantify the effect of personalization. The current serving value is 27% as of 2025.

For a digital marketer, the published repeat purchase rate serving value is 27%; it is an evidence-grade reference, not a personalized target as of 2025. Any performance goal should account for channel mix and audience. Review the methodology before operational decisions; a gap from this serving value does not by itself indicate a structural issue.