Contents
What?
New data shows that fewer than 15% of online shoppers make a second purchase from the same online store. This is a worrying sign for an industry increasingly struggling to retain user loyalty in an era of increasing competition.
Why?
The report shows that acquiring a one-time customer is just the beginning. Online businesses that don't invest in maintaining relationships beyond the initial transaction are missing out on significant sales potential.
Who is it for?
For online store owners, digital marketing specialists, and anyone who wants to effectively increase customer retention in the digital world.
Background:
According to analyses by European research firms, most users do not return to a retailer's website after their first purchase. This means that the massive investment in new customer acquisition campaigns does not translate into long-term value. As a result, many brands continue to operate on a "first transaction" model, instead of building trust and repeat purchases.
Why don't customers return to the same online stores?
Experts point to several reasons. First, a lack of a consistent shopping experience —from difficult navigation to poor post-sale communication. Second, customers often encounter competing offers on marketplaces like Allegro, Amazon, and Zalando, which offer them greater selection and a simpler returns process. Third, insufficient personalization —a lack of product recommendations and loyalty programs that encourage return.
Rising customer acquisition costs
In 2025, the cost of acquiring a user in the digital world increased by over 30% compared to 2022. Companies that fail to develop retention strategies must constantly increase their advertising budgets. This, in turn, leads to declining margins and reduced funding for innovation. Retaining a customer is now 5–7 times cheaper than acquiring a new one – data that underscores the importance of long-term relationships in online sales.
Which industries are doing best?
The highest return rates are seen in the cosmetics, supplements, and FMCG sectors—where there's a regular need to repurchase . Electronics and furniture stores, on the other hand, face a much more challenging task due to longer purchasing cycles. More and more companies are introducing subscription programs, discounts for regular customers, and personalized newsletters to increase user engagement.
How to improve customer return rates in the digital world?
- Automate post-purchase communications – sending personalized emails and offers.
- Loyalty programs – point or subscription-based solutions that increase repeat purchases.
- UX and mobility optimization – simpler shopping paths and faster mobile payments.
- Retargeting and remarketing campaigns – reminding about products and promotions.
- Personalization of the offer – dynamic product recommendations based on previous purchases.
Companies that have implemented these measures have seen repeat order rates increase by up to 40%. It's worth remembering that customer retention is not just a matter of technology, but above all, trust and quality of service .
What does this mean for the digital world?
Declining customer loyalty poses new challenges for the online retail industry. It requires greater engagement in data analysis, marketing automation, and building customer relationships. For many companies, this means a shift in strategy from short-term profit to long-term trust. Experts emphasize that the era of anonymous online transactions is coming to an end .
You can find more about strategies for increasing loyalty in online sales on the Digital World .
FAQ – frequently asked questions and answers
Why do customers rarely return to the same online store?
Most often, this is due to a lack of personalization, delivery issues, or insufficient post-purchase communication. Customers are looking for better deals or simpler solutions on marketplaces.
What activities increase online shopper loyalty?
The most effective are loyalty programs, fast returns processing, tailored product recommendations and newsletters with discounts.
Does customer loyalty vary by industry?
Yes, in industries with frequent purchases (e.g. cosmetics, food) return rates are much higher than in the electronics or furniture segment.
What technologies help with customer retention?
CRM systems, marketing automation, analytical tools, and email marketing platforms allow you to better understand buyer needs.
Why is the first shopping experience crucial?
The first contact with a brand builds trust – if the purchasing process runs smoothly, the chance of the customer returning in the future increases.
What indicators are worth monitoring?
The most important are the repeat purchase rate, the time between purchases and the customer lifetime value (CLV).
Are retargeting ads still effective?
Yes, if they are based on user behavior data and offer real value, e.g. a discount or access to a limited offer.
How important is post-purchase customer service?
Professional support and quick problem resolution build a positive experience, which increases the chance of a buyer returning.
What mistakes do online stores make?
Most often, lack of communication after purchase, unsuitable UX and lack of clear returns policy.
What customer retention trends will dominate in 2025?
Real-time personalization, use of AI to analyze customer behavior and integration of communication channels (omnichannel).
Want to learn more?
Contact us and learn how to implement innovations in your online store.
Read other information about the digital world (e-commerce).
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Kornelia Makowska
e-commerce specialist
A marketing and management expert specializing in digital marketing and e-commerce, she has extensive experience managing online stores, developing online sales, and building brand presence in digital channels. She effectively creates and implements comprehensive marketing strategies, focusing on optimizing sales activities, increasing conversions, and long-term brand image enhancement. She combines expertise with a practical approach based on data analysis and insight into the latest market trends.
