DTC retention benchmarks 2026
This report will publish DTC repeat purchase, cohort retention, time to second order and cohort LTV under the disclosed benchmarks methodology. It is not published yet: the dataset and data dictionary are still being collected, and no figure appears here until they are verified.
This is the report shell. Figures will be published only after the dataset described in the methodology has been collected and verified.
What this report will cover
- Repeat purchase rate at 90, 180 and 365 days from first order.
- Cohort retention rate at the same intervals.
- Median time to second order.
- Customer LTV and contribution margin by cohort.
- Category-level breakdowns for brands with annual GMV between $5M and $50M.
Methodology
Definitions, sample, normalisation and exclusions match the methodology page. The same dataset will be used for both.
Results
No benchmark figures are published yet.
SOURCE REQUIRED · The dataset and data dictionary are required before any figures are published here. This section is a placeholder until then.
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