For Shopify brands, the holidays bring more than just a surge in sales. They also bring higher expectations, intense competition, and increased operational pressure. A positive customer experience (CX) is no longer optional; it’s the differentiator that drives retention and revenue. In fact, 80% of customers say CX matters as much as, or more than, the product itself, and 75% would recommend a brand after a positive experience.

This guide breaks down the key post-purchase metrics Shopify decision-makers should track to deliver exceptional CX, minimize friction, and maximize repeat purchases, especially during the busy holiday season.

We’ve grouped the most impactful metrics into four categories:

• Shopify Analytics
• Reviews & Feedback
• Email Metrics
• External Metrics

Shopify Analytics

Your Shopify dashboard holds a wealth of insights into how customers engage after checkout. Tracking these post-purchase metrics will help you identify friction points and opportunities for optimization.

Repeat Purchase Rate (RPR)

While many brands focus on customer retention, Repeat Purchase Rate (RPR) often gets overlooked, and it’s one of the most telling indicators of customer loyalty.

Formula:

RPR = (Number of customers with 2+ purchases ÷ Total customers) × 100

Industry average: 20–30%

If your RPR is outside this range, dig deeper:

• Is your product consumable or subscription-based?
• Are you selling a durable product with naturally longer repurchase cycles?
• Is your brand still establishing itself?

Pro Tip: If your RPR is unusually high or low, validate your data. Miscalculations can skew strategy.

Return & Refund Rate

In 2024, U.S. eCommerce brands averaged a 17% return rate, with apparel brands trending higher due to sizing challenges. During the holidays, return rates naturally spike, but excessive returns erode profits and CX.

Ways to reduce unnecessary returns:

• Include clear return policies in holiday campaigns
• Provide detailed sizing charts and model measurements
• Leverage customer reviews that include sizing insights
• Automate refunds using Shopify’s return management tools

Reviews & Feedback

Customer feedback offers context that raw numbers can’t. It highlights pain points, reveals opportunities, and shapes strategy.

Customer Satisfaction Score (CSAT)

CSAT measures how happy customers are with their experience. Surveys typically ask customers to rate their satisfaction on a scale (stars, numbers, emojis, etc.).

Good CSAT benchmarks:

• General merchandise: 77%
• Internet retail: 78%
• Apparel: 79%
• Breweries: 81%

If your CSAT is trending low, focus on post-purchase improvements like faster support, clearer communication, and proactive updates.

Corso Tip: Corso’s customer service concierges average a 98% CSAT, helping Shopify brands turn customer support into a growth driver.

Net Promoter Score (NPS)

NPS measures how likely customers are to recommend your brand. It segments customers into:

• Promoters (9–10): Loyal advocates
• Passives (7–8): Neutral but not engaged
• Detractors (0–6): At risk of churning

How to measure NPS:

• Send a quick survey a few days after delivery confirmation
• Ask: “On a scale of 1–10, how likely are you to recommend [brand/product]?”
• Formula: NPS = % Promoters – % Detractors

Best Shopify survey apps:

• Hulk Form Builder ⭐ 4.9 — Free plan available
• SEA Post-Purchase Survey ⭐ 5.0 — Free
• Powerful Contact Form Builder ⭐ 4.9 — Free plan available

A higher NPS signals stronger lifetime value, while a low score paired with feedback highlights areas for investment.

Email Metrics

Emails are one of the most powerful post-purchase touchpoints, especially during peak season. Tracking email performance helps you identify gaps in communication and engagement.

Email Open Rate

Average open rates:

• General emails: 15–25%
• Order confirmation emails: ~67%

Strategies to improve open rates:

• Personalize subject lines with customer names
• Segment audiences by behavior, purchase history, or lifecycle stage
• Test send times for better engagement

Customer Service Response Time

Fast, effective support is a cornerstone of CX. According to AgencyAnalytics:

• Email: Respond within 12 hours
• Social DMs: Respond within 5 hours
• Live Chat: Respond within 1 minute

Brands that consistently meet these expectations drive loyalty and reduce churn.

External Metrics

Holiday fulfillment challenges often stem from factors outside your control, but monitoring external performance helps you proactively manage customer expectations.

Carrier Performance

Shipping carriers like FedEx, UPS, and DHL are constantly reviewed for reliability. During the holidays:

• Track carrier delivery times and error rates
• Offer multiple carrier options if possible
• Account for edge cases like PO boxes, military addresses, and rural routes

Fulfillment Errors

One viral TikTok can make or break your brand’s reputation. Customers tend to forgive delays caused by carriers but are less forgiving when mistakes come from the brand itself.

Monitor for errors like:

• Wrong product or size shipped
• Damaged items
• Missing items

Tracking fulfillment accuracy lets you spot operational issues before they escalate into widespread CX problems.

Key Takeaways

Holiday success depends on more than conversions; it hinges on the post-purchase experience. Tracking these metrics empowers Shopify brands to:

• Drive repeat purchases
• Reduce unnecessary returns
• Elevate customer satisfaction
• Improve retention and lifetime value

Top 8 Post-Purchase Metrics to Monitor:

1. Repeat Purchase Rate (RPR)
2. Return & Refund Rate
3. Customer Satisfaction Score (CSAT)
4. Net Promoter Score (NPS)
5. Email Open Rate
6. Customer Service Response Time
7. Carrier Performance
8. Fulfillment Errors

By monitoring these key indicators, you can create a seamless, high-converting post-purchase journey, setting your brand apart during the busiest shopping season of the year.