18.8% -- repeat purchase rate for D2C ecommerce brands (2026)

The repeat purchase rate for D2C ecommerce brands is 18.8% as of 2026 according to BS&Co. 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 D2C ecommerce brands is 18.8%, using the current serving value as of 2026. 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 D2C ecommerce brands is 18.8% as of 2026. 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 D2C ecommerce brands 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 18.8% as of 2026.

For a digital marketer, the published repeat purchase rate serving value is 18.8%; it is an evidence-grade reference, not a personalized target as of 2026. 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.