Our survey of 10,000 European consumers asked them to choose how influential different factors were in their decision to return to a business and buy from them again.
Now, let’s explore some of the key things you can do and offer to increase repurchases.
9 tips to increase repeat purchases in ecommerce
Offer free shipping and returns
Free shipping is the top factor influencing repeat purchases. And offering free returns is fourth. 89% of European consumers consider free shipping a crucial factor in their decision to make a repeat purchase with a business. 85% say free returns influence that choice.
Expert tip
Offer free shipping and promote free returns throughout the shopping experience to incentivise larger purchases and build loyalty. Ensure you periodically negotiate rates with your shipping partner and use data to optimise your processes, then show the benefits these improvements deliver to your customers.
Should you make customers pay for returns? Go to our guide to free returns find out.
Offer your customers’ favourite payment methods
Offering a variety of payment methods is crucial for encouraging repeat purchases. In fact, 86% of consumers say the choice of payment methods is a key factor in deciding to repurchase from an online retailer. And 41% of shoppers say not being offered their favoured payment method would cause them to abandon a purchase.
Expert tip
Of course, you can boost conversion by offering a wide range of payment options, including credit cards, digital wallets, and local payment methods.
Another key way to build loyalty is one-click journeys. This allows you to recognise customers and use their data to make buying as quick and seamless as possible. You can show them their favourite payment methods, pre-fill their details, and even help them buy with just one click.
Offer the best price
While not the top factor, competitive pricing still plays a significant role in repeat purchases. In fact, 86% of consumers cite price as the most important factor influencing their purchase decisions.
Expert tip
Regularly review your pricing strategy and use customer data to offer personalised discounts or offers to returning customers, creating a more targeted approach that adds value.
If you can’t compete on price but offer a superior product, focus on ways to let customers experience your product risk-free. In fashion, for example, use virtual try-ons or detailed size guides with user reviews. For digital services, offer a free trial, demo, or freemium model to build trust.
Offer a high-quality, localised website (and support)
A user-friendly website with easy navigation, guest checkout options, and simple account creation can significantly impact repeat purchases.
Our research shows that 84% of European consumers are more likely to return to a site after a good experience. The next most important factor is offering both your website and support in your customer’s language (82%), and just below that is available communication methods with 75%.
Expert tip
Prioritise Core Web Vitals to ensure fast loading times, smooth interactions, and a mobile-friendly design. As you scale, choose a flexible ecommerce platform that supports growth while keeping your tech stack lean.
When it comes to localisation, you need to tailor the entire shopping experience to regional preferences, says Sebastian Hamann, Co-founder and CEO of Shopware.
“Businesses can elevate trust and engagement by offering region-specific payment methods, shipping options, and culturally relevant promotions,” Sebastian says. “By aligning with local holidays and events, companies build a sense of familiarity and comfort, which naturally increases the likelihood of repurchases.”
Show social proof throughout the buying journey
Displaying authentic customer reviews throughout the purchasing journey can build trust and encourage repeat purchases. In our research, 74% of European consumers cited trust in the brand (based on good reviews or previous purchases) as a key factor in driving repeat purchases.
Expert tip
Showcase authentic customer reviews throughout your site. Place product-specific reviews on each product page, highlight them above the fold, and make sure they’re easy to navigate and filter.
Also, use testimonials on your homepage, feature top-rated products on category pages, and display real-time reviews or purchase notifications. At checkout, make sure shoppers feel confident to buy by showcasing positive feedback and – post-purchase – make it easy for customers to leave reviews.
Offer a loyalty and rewards programme
Though it isn't extremely high on the list, almost 3 in 4 consumers (71%) say a loyalty and rewards programme is a crucial factor in repurchasing from a business. And even subscription-based loyalty programmes (where retailers offer customers benefits like free shipping, exclusive discounts, and early access to sales in exchange for an annual or monthly fee) drive loyalty.
Expert tip
“Loyalty programmes have to offer more than just points – they need to make customers feel valued,” Sebastian says. “Personalise rewards based on purchase behaviour and create exclusive perks such as early access to new products or tailored discounts to create deeper connections.
“Tiered programs that offer increasing value with higher engagement also give customers a reason to keep coming back, reinforcing their long-term commitment to your brand.”
Use sustainable practices
We don’t need data to show that consumers are increasingly aware of environmental issues and – where possible – prefer buying from companies that create positive economic, social, and environmental change. And our data shows that it’s an influential factor in repurchasing for 65% of consumers.
Expert tip
Communicate your ethical sourcing, eco-friendly packaging, and carbon footprint reduction efforts to connect with the growing number of customers who are conscious of their environmental impact. Offering incentives like discounts for sustainable shipping options or recycling programs encourages eco-conscious behaviour and strengthens brand loyalty.
Create personalised experiences
While not the most popular response in our survey, personalisation can increase repeat purchases, with more than half of consumers (57%) citing it as a factor when deciding to buy again from a business.
Expert tip
Use customer data to deliver personalised recommendations and offers at every stage of the buying journey. Show relevant products based on browsing history and past purchases on homepages, product pages, and even in search results. Implement dynamic content that adjusts in real-time to customer actions, creating a shopping experience that feels tailored to each visitor.
“Personalisation has shifted from a luxury to an expectation,” says Sebastian. “Use customer data to tailor product recommendations, marketing messages, and even the shopping interface to create a highly personalised experience. Combine this with targeted promotions and a bespoke approach to each interaction, and you create a shopping journey that is both memorable and impactful.”
Offer your own app
With more and more customers shopping on their phone, apps can offer features like push notifications for sales, reordering, and personalised recommendations.
Expert tip
Build an app that drives repeat purchases by prioritising a smooth, mobile-first experience. Ensure fast load times, easy navigation, and personalised content and use push notifications to remind customers about special offers, abandoned carts, and personalised discounts. Also, integrate loyalty programmes directly into the app so users can track rewards and unlock exclusive deals.
