Metric
Repeat customers at months 6-12
Share of a first-order cohort that orders again in months 6 to 12 after their first purchase. The Stay health metric for stores: whether repeat buying settles into a stable base.
StayE-commerce / DTC
Plain label: share of a cohort still buying in months 6 to 12Also known as: repeat customer share, long-term repeat rate
A flattening curve at months 6-12 is the store version of a retention plateau; compare cohorts by acquisition channel before acting.
Sources
Book content is paraphrased, never quoted at length. Last verified October 24, 2026.
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