Customer retention rate

Customer Retention Rate (CRR) refers to the percentage of customers a business retains over a specific period.

Customer Retention Rate is a vital metric in measuring the success of your ecommerce business over time. It provides an estimation of how successful the business is at creating a long-term relationship with its customer base. The higher the retention rate, the more customers you have maintained loyalty with, which signifies that your business can retain its existing customers efficiently.


  • Customer Retention Rate (CRR) = [(E – N) / S] * 100
  • Where:
  • E is the number of customers at the end of the period
  • N is the number of new customers acquired during that period
  • S is the number of customers at the start of the period


  • Suppose you start the month with 200 customers (S), gain 50 new customers (N), and end the month with 220 customers (E).
  • CRR = ((220-50)/200) x 100 = 85%
  • Hence, your Customer Retention Rate is 85%.

Why is CRR important?

The importance of the customer retention rate in eCommerce is enormous. Retaining an existing customer is less expensive than acquiring new ones, leading to a higher profit margin. High retention rates also indicate higher customer satisfaction, which leads to word-of-mouth referrals and consequently more prospects and sales. The customer retention rate also directly influences your customer lifetime value (CLTV) — a higher retention rate translates to higher CLTV.

Which factors impact CRR?

Several factors can impact the customer retention rate, the most notable being customer satisfaction. Others are product or service quality, pricing structure, customer service, brand reputation, and perception.

How can CRR be improved?

Improving the customer retention rate lies in excellent customer services, delivering high-quality products, creating effective loyalty programs, and personalizing customer experiences. Regular communication with customers through email newsletters, social media interaction, and personalized offers can also positively impact customer retention.

What is CRR's relationship with other metrics?

Customer retention rate has a strong correlation with other eCommerce metrics like customer lifetime value (CLTV), churn rate, and repeat purchase rate. Higher customer retention rates lead to higher CLTV and repeat purchase rates but lower churn rates.

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