Acquiring a new customer costs more every quarter. Retention is where mature e-commerce operations protect margin and compound growth.
Define repurchase windows by category
Consumables, fashion, and electronics have different natural reorder cycles. Build segments based on time since last purchase and category affinity instead of one generic win-back rule.
Reward second purchases explicitly
First-time buyers who return within 60 days are your highest-LTV cohort. Test post-purchase sequences that introduce complementary products, not just discounts.
Measure LTV by acquisition channel
Connect Klivvo to your store data to compare repeat rates by source. Channels that look expensive on CPA may outperform on 12-month value — retention data makes that visible.