Why Repeat Purchases Matter in Ecommerce
For most ecommerce businesses, success doesn’t just come from landing that first order. Real growth happens when shoppers return again and again. A repeat customer costs far less to convert than a new one, spends more over time and is more likely to become an advocate for your brand.
But here’s the challenge: while many merchants set up generic automations like abandoned cart emails or standard “thank you” messages, these one-size-fits-all tactics rarely do much to drive loyalty. They might recover a single sale, but they don’t create the kind of nuanced, ongoing relationship that encourages customers to buy again and again.
So, which ecommerce automations actually do increase repeat purchases? The answer lies in smart workflows – automations designed around your products, your customer behavior and your brand’s unique journey.
In this article, we’ll explore three proven workflows from the Arigato Automation app for Shopify, plus best practices for implementing automations that genuinely drive retention.
What Makes an Automation Effective for Repeat Purchases?
Before diving into the workflows, it helps to understand the principles that separate high-performing ecommerce automations from “set-and-forget” tactics.
- Personalization
Messages need to feel tailored. Customers should feel like you understand their preferences, purchase history, and timing. Automatically tagging customers based on their purchase behaviour makes it easier to start meaningfully segmenting them – and applying smart marketing strategies that will really resonate.
- Timeliness
Automations work best when they trigger at the right moment – whether that’s just after delivery, when a product is about to run out, or at key seasonal moments. Automation is key here – you need a strategy that will allow you to deliver a made-to-measure experience around the clock.
- Balance
The best automations feel supportive, not spammy. They add value to the customer’s experience rather than just pushing another sale. Thinking carefully about the pathway to purchase and beyond will help shed light on what feels right here.
With that in mind, let’s look at three Arigato workflows that help Shopify merchants increase repeat purchases.
1. Thank-You Discount Workflow
Trigger: New customer is created
Action: Send a thank-you message and offer a discount on their next purchase.
Why it works: A thank-you workflow builds goodwill at exactly the right time. Customers have just received their product and by adding a gentle nudge (like a discount on their next order or free shipping) you turn that moment of satisfaction into the start of a repeat purchase journey.
Example: A dog food brand could send an automated email saying, “Thanks for trusting us with your pup! As a thank-you, here’s 10% off your next purchase.” That combination of gratitude + incentive generates goodwill and drives a second sale.
Arigato makes this easy – simply follow this workflow adding in a customer discount code, to boost post-purchase engagement.
2. Restock Reminder Workflow
Trigger: A customer purchases a product tagged as consumable or repeat-use
Action: Update records to send an email reminding them when it’s time to restock
Why it works: Many products naturally require replenishment – coffee beans, supplements, beauty products, even apparel basics. Instead of waiting for customers to remember they’re running low, merchants can set up replenishment reminders to arrive just before the product is used up.
Timing is key. Hit the inbox too early and it feels pushy. Arrive too late, and the customer may already have gone to a competitor. By calculating the right reorder interval, you create a seamless experience that keeps customers stocked up and loyal.
Example: A supplements store could automatically send a reminder 21 days after a 30 day supply of vitamins is delivered : “Running low? Reorder today and we’ll ship it before you can say “dull and lifeless hair.” This type of workflow both reduces churn and increases customer lifetime value (CLV).
With Arigato, you can track customer purchases to trigger email integration events e.g. in Klaviyo. So when a new order is created, the triggered workflow will automatically check if it includes specific products and update customer engagement records automatically.
3. Recognise and Reward Workflow
Trigger: A customer places an order
Action: Evaluate the customer’s total spending to categorise them into spending tiers
Why it works: Loyal, high-value customers often drive the biggest portion of revenue — but only if they feel recognised and rewarded. This workflow ensures you always know who your most valuable customers are by automatically calculating their lifetime value (LTV) and tagging them into spending tiers (e.g. Bronze, Silver, Gold, Platinum).
Once you have those tiers, you can tailor your engagement strategy. For example, send VIP customers early access to new collections, offer mid-tier customers surprise discounts to keep them climbing, or send personalised thank-yous to first-time buyers who’ve just crossed into their next level.
Example: A fashion brand could automatically tag a customer who crosses the $500 lifetime spend threshold as “Gold Tier.” From there, the customer might receive a personal thank-you email with a 15% discount on their next purchase, plus early-bird access to the next season’s drop. This kind of recognition not only increases loyalty but can also drive repeat purchases and higher average order values.
With Arigato, this can be set up using the Tag customers based on lifetime spending tiers workflow. Each time a new order is created, Arigato evaluates the customer’s cumulative spend, updates their tier tag, and passes that data seamlessly to your marketing tools for tailored engagement.
Other Automations That Support Repeat Purchases
While these three workflows directly drive repeat orders, other automations help set the stage:
- Win-Back Campaigns: Triggering emails after long periods of inactivity
- Seasonal Reminders: Nudging customers to repurchase seasonal items at just the right time
- Cross-Sell Prompts: Suggesting complementary or upgraded products based on a customer’s recent purchase
Together, these create a connected ecosystem that nurtures customers throughout their lifecycle.
What Are Some Best Practices for Implementing Repeat-Purchase Automations?
If you’re ready to build out your automations, keep these best practices in mind:
- Start simple
You don’t need to launch 10 complex new workflows at once. Pick a few that have specific goals (like these workflows which protect your store from high risk orders) and work to optimize them.
- Test timing and messaging
A one-day difference in sending a replenishment reminder can make or break conversion rates.
- Measure what matters
Track repeat purchase rate, reorder intervals and CLV – not just open rates or clicks.
- Integrate across tools
Make sure your automations sync with your email platform, CRM and analytics for a unified view of customer behavior.
- Respect customer inboxes
Always add value. Think helpful, timely, and relevant – the moment you feel spammy, you’ve lost them.
Custom Automations = Repeat Purchases
Generic automations might cover the basics, but when it comes to driving repeat purchases, custom workflows win every time. By implementing thank-you discounts, restock reminders and automated tiering workflows, you give customers timely reasons to return – building loyalty, increasing lifetime value and reducing reliance on costly new customer acquisition.
With Arigato Automation for Shopify, merchants can design impactful workflows quickly and flexibly, without technical complexity. The result? A store that not only captures the first sale but keeps customers coming back again and again.