C
Evidence Grade C
Graded
accuracy verified by the review judge
Use with Hedging
Current
31%
31% -- average retention rate for ecommerce (DTC) (2026)
The average annual customer retention rate for DTC ecommerce is 31% in 2026.
- Compiled benchmark from multiple third-party sources and internal client data
Attribution:
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Lighthouse Research Team
Last verified:
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Source verified
Evidence graded
Value
31%
Unit
Percentage
Data Vintage
2026
Entity
Evidence Quality
C
Moderate quality evidence
Useful directional data with some methodological gaps. Treat as indicative rather than definitive -- corroborate before citing in formal research.
Single source - not yet corroborated
Score breakdown
Extraction
95
Source Trust
50
Citation Chain
90
Independence
30
Methodology
45
Freshness
86
Source
Propel
Primary
Tier A
https://www.trypropel.ai/resources/blogs/customer-retention-rates-by-industry ↗
Source Article
Customer Retention Rates by Industry in 2026 | Propel
Summarize this documentation using AI
Key Takeaways
- Updated 2026 retention rate benchmarks across 15+ industries including ecommerce, healthcare, supplements, fintech, and more.
- Customer Retention Rates by Industry: The Complete 2026 Data
- Retention Rates vs. Churn Rates by Industry — What's th…
Original Research
Propel
· Original study ↗
Methodology
Compiled from Statista, ProfitWell/Paddle, Recurly's Subscription Churn Index, and Propel's internal data across 200+ B2C client implementations.
Methodology documented
Segmentation
Channelcommon_crawl
Cite this stat
Suggested hedging: According to limited, single-source data, based on claims without stated methodology, with unverified sample sizes...
Plain Text
ecommerce (DTC): 31% average retention rate. Source: Propel (2026). Via Lighthouse Intelligence -- https://lighthousedata.io/data/ecommerce-retention-rate
HTML Embed
<blockquote cite="https://lighthousedata.io/data/ecommerce-retention-rate" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>31%</strong> -- average retention rate for ecommerce (DTC)<br><small>Source: Propel (2026) · <a href="https://lighthousedata.io/data/ecommerce-retention-rate" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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