What is Churn Rate?
Churn rate shows what percentage of customers you lose in a given period. The e-commerce average after first purchase is 20-30% — dropping to 10-15% after the second purchase.
Formula
Example
If you started the month with 500 active customers and 75 did not reorder within the expected timeframe, churn rate = (75 / 500) × 100 = 15%.
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Related Terms
Retention Rate
Retention rate shows what percentage of customers return and reorder within a given period. The 3-month e-commerce average is 20-30% — top brands reach 40%+.
LTV (Customer Lifetime Value)
LTV shows the total value a customer generates over their entire relationship. A healthy LTV:CAC ratio is at least 3:1.
Cohort Analysis
Cohort analysis groups customers by their first purchase date and tracks behavior over time. It is the gold standard for measuring LTV, retention, and campaign effectiveness.
CAC (Customer Acquisition Cost)
CAC shows the total cost of acquiring a new customer — including all marketing and sales costs. A healthy LTV:CAC ratio is at least 3:1.