Retention

Repeat Purchase Rate Benchmarks for Indian D2C 2026

Annual repeat-purchase rate for Indian D2C consumer brands is 28–42% in beauty, 35–55% in supplements, 18–28% in apparel. RPR is the single highest-leverage metric on LTV:CAC.

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Why RPR moves LTV more than AOV

A 10pp lift in RPR moves LTV more than a 15% AOV lift, because RPR compounds across cohorts. Repeat customers also have lower CAC (organic + email) — so RPR moves CM2 too.

Diagnostic for low RPR

Is product satisfaction (M1 reviews) above 4.2? If not, fix product before retention.
Is there a 30–60 day re-engagement email sequence? Most low-RPR brands don't have one.
Is the product range wide enough for a second-buy? Single-SKU brands cap at low RPR by construction.

Frequently asked questions

How is RPR different from retention?↓

RPR is unconditional (% of all customers who buy again in 12 months). Retention is cohort-based (% remaining at month N). RPR is easier to track; cohort retention is more diagnostic.

What's the cheapest way to lift RPR?↓

A well-segmented 30-, 60-, and 90-day re-engagement email/WhatsApp sequence. Typical lift: 3–6pp in 90 days at near-zero marginal cost.

Does subscription move RPR?↓

Yes, structurally. Subscription RPR runs 60–80% for the first cycle. The challenge is keeping subscription churn below 8%/month.

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