Repurchase: the metric that decides whether your e-commerce grows or stalls
Every e-commerce watches its ads. Very few watch what happens after the first purchase. And there, in that blind spot, lies the difference between stores that grow and stores that start every month from zero.
The math nobody does
Acquiring a new customer with ads can cost you between $15,000 and $50,000 COP depending on your industry. Selling again to someone who already bought costs a fraction: an email, a WhatsApp message, an SMS at the right moment. If your repurchase rate goes from 20 to 30 percent, your revenue grows without one extra peso in ads.
How repurchase is built
- Post-purchase flow: product tips a few days in. Builds trust and reduces returns.
- Personalized recommendation: based on what they bought, not a generic catalog.
- Repurchase offer: in the window when the product runs out or interest returns.
- VIP segments: your best customers deserve best-customer treatment.
The channels, in order
Email is still the workhorse: cheap, measurable and automatable. WhatsApp has brutal read rates in Colombia and works beautifully for recommendations. SMS is the direct channel for high-impact offers. The key is not choosing one: it is orchestrating them in a flow.
One extra point of repurchase is worth more than a thousand new clicks.
Where to start
First measure your current rate: what percentage of your customers buys again within 90 days. Then activate a single flow, post-purchase, and measure it for a month. Most of our clients see results with that alone. The rest is scaling what works.
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