B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Recent
28.2%
28.2% -- average customer retention rate for online retailers (2025)
Online retailers as a whole have an average customer retention rate of 28.2% based on research by Metrilo.
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Lighthouse Research Team
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Evidence graded
Value
28.2%
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
Metrilo
Primary
Tier C
https://rep-agency.co/pages/retention-marketing ↗
Source Article
Retention marketing
Retention Marketing
What is retention marketing?
Retention marketing is a key area of focus for successful eCommerce businesses. It’s the process of encouraging repeat purchase from existing customers, rather than solely concentrating on acquiring new ones. It’s an important part in any business’s o…
Original Research
Metrilo
· Original study ↗
Methodology
Cited to research by Metrilo
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
online retailers: 28.2% average customer retention rate. Source: Metrilo (2025). Via Lighthouse Intelligence -- https://lighthousedata.io/data/online-retailers-avg-retention-28-2
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<blockquote cite="https://lighthousedata.io/data/online-retailers-avg-retention-28-2" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>28.2%</strong> -- average customer retention rate for online retailers<br><small>Source: Metrilo (2025) · <a href="https://lighthousedata.io/data/online-retailers-avg-retention-28-2" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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