Retention and Referrals
Keeping existing customers costs 1/8 of acquiring new ones in cross-border e-commerce.
Retention Metrics
Repeat Purchase Rate
- Target: 15%+ of customers buy again within 90 days
- Digital goods: Often higher (20-30%)
- Physical goods: Lower (10-20%)
Customer Lifetime Value (LTV)
LTV = Average order value x Purchase frequency x Customer lifespan
Healthy ratio: LTV >= 3x Customer Acquisition Cost
Retention Tactics
Post-Purchase Sequence
- Day 0: Order confirmation + delivery expectation
- Day 3 (digital): Delivery confirmation + usage tips
- Day 7 (physical): Delivery check-in + review request
- Day 14: Value-add content (how-to guide, inspiration)
- Day 30: New product announcement or exclusive offer
- Day 60: Re-engagement if no second purchase
Loyalty Program