Use customer and order history to identify shoppers with more than one completed order and analyze repeat purchase behavior.
Official answer
A repeat customer is normally a customer with more than one completed order in the period or across their lifetime, depending on the analysis you need.
Start with a customer identifier such as Customer ID or Email, then count completed orders for each customer. Useful supporting fields include First Order Date, Last Order Date, Total Orders, Total Spent, Average Order Value, and Days Between Orders.
Be explicit about whether cancelled and fully refunded orders count. For retention analysis, most merchants exclude orders that did not result in a completed purchase.
Follow-up questions
Can I separate new and returning customer sales?
Yes. Classify the customer’s first completed order as new-customer revenue and later completed orders as returning-customer revenue, using a consistent customer identifier.
Should guest checkouts be included in repeat-customer analysis?
They can be included when a stable identifier such as email is available. Avoid relying only on customer account creation because repeat buyers may check out as guests.