E-commerce Return Rate Benchmarks

A story about Touch of Modern's exceptional customer engagement metrics in e-commerce.

"We found some really unique stats about our users for an e-commerce company. Looking at anybody who's ever visited Touch of Modern in 2012, 10% of those people actually come back every single day, which is gaming-level metrics for an e-commerce site. About 40% of that entire group come back at least once a week, which means they see everything we put up. 80% of anyone who's visited in 2017 - not just purchased, but anyone who's ever visited - actually come back at least once a month.

People who come back more often are more likely to purchase. Someone who comes back on a daily basis is about 10 times more likely to buy than somebody that only comes back once every 3 weeks.

What's interesting about category preferences is they're completely inverted between our most loyal customers and occasional visitors. We couldn't cut any category because new users want things our loyal customers aren't interested in. If we cut categories unpopular with loyal customers, we'd lose a user acquisition channel for new users. About 80% of our revenue comes from the top 20% of customers."