The physical channel where a first order comes in matters. Take a look at this.
We usually look at marketing channels (search, social etc.) ... but we should also combine in the physical channel that drove the order. Here we clearly see how the Desktop buyer is most likely to repurchase in the future.
The data make it really clear ... the marketer is going to have to work much harder to develop the first-time buyer via the app than via desktop.
Have a plan, peeps! Develop your customers.