B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Recent
54%
54% -- repeat purchase probability for ecommerce customers with 2-3 purchases (2025)
According to Adobe's Digital Index, after two or three purchases, the likelihood of a customer returning grows to 54%.
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Lighthouse Research Team
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Source verified
Evidence graded
Value
54%
Unit
Percentage
Data Vintage
2025
Entity
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
50
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
Adobe
Primary
Tier C
https://retentionedge.co/p/getting-to-the-second-sale ↗
Source Article
Getting to the Second Sale
- The Retention Edge by MobiLoud
- Posts
- Getting to the Second Sale
Getting to the Second Sale
The Make or Break Moment for Ecommerce Brands
We can go deep into the weeds in terms of email, SMS, push marketing, loyalty programs, retargeting, and a hundred other subjects.
But really, retention ofte…
Original Research
Adobe
· Original study ↗
Methodology
Likelihood of returning after two or three purchases, per Adobe Digital Index.
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
ecommerce customers with 2-3 purchases: 54% repeat purchase probability. Source: Adobe (2025). Via Lighthouse Intelligence -- https://lighthousedata.io/data/adobe-return-rate-two-three-purchases
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<blockquote cite="https://lighthousedata.io/data/adobe-return-rate-two-three-purchases" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>54%</strong> -- repeat purchase probability for ecommerce customers with 2-3 purchases<br><small>Source: Adobe (2025) · <a href="https://lighthousedata.io/data/adobe-return-rate-two-three-purchases" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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