When I first started consulting, my clients averaged an approximate 35% annual repurchase rate.
Today, the average annual repurchase rate is about 30%.
This means an average client possesses a customer base where 30 of last year's 100 purchasers buy again this year ... if they repurchase, they buy 1.939 times this year spending $121.21 per order for a net value of $70.49 (0.30 * 1.939 * 121.21).
This is, pretty much, the average e-commerce business in 2023.
If 30 out of 100 of last year's buyers purchase again, you quickly come to the conclusion that Customer Acquisition is the focus of FORECASTING SEASON.