Getting the balance right between acquiring new customers and retaining existing ones is a constant challenge. But let’s be honest: returning customers are the best, aren’t they? Of course, new customers are great too. But while attracting new shoppers is always important, ensuring that your loyal fans are coming back and buying again will deliver sustainable success.
But how do you actually make customers return to make another purchase? Leading payment and money management platform Mollie surveyed 10,000 consumers across five countries to answer that question.
Top factors influencing repeat purchases
Mollie's research reveals the top factors that convince consumers to make repeat purchases.
Source: Mollie’s European Ecommerce Report 2025
Now, let's dig into the data and explore practical strategies you can use to boost your repeat purchase rate.
1. Offer free shipping and returns
Free shipping is the number one factor influencing repeat purchases, with 89% of European consumers considering it crucial. Free returns also play a significant role, with 85% saying it influences their decision to buy again.
💡Expert tip: Promote free shipping and returns throughout the customer journey – from product discovery through to payment. And don’t forget to regularly negotiate rates with your shipping partners to keep costs low.
2. Offer your customers’ favorite payment methods
86% of consumers say having their preferred payment method available motivates them to repurchase. And 41% say that they will abandon a purchase if their preferred payment method isn't available.
💡Expert tip: Offer a wide range of payment options, including credit cards, digital wallets, and local payment methods. Implement one-click journeys to create a seamless checkout experience for returning customers.
3. Optimize pricing strategies
It might not be at the top of the list, but 86% of consumers cite price as an important factor in their decision to return to a business and buy again.
💡Expert tip: Regularly review your pricing strategy and use customer data to offer personalized discounts. If you can't compete on price, focus on showcasing your product's value through risk-free trials or new technologies like augmented reality.
4. Create a localized, user-friendly experience
84% of European consumers are more likely to return if your website offers a seamless, user-friendly experience. Plus, 82% say having your website and support in their language is essential
💡Expert tip: Prioritize Core Web Vitals for fast loading times and smooth interactions. Choose a flexible ecommerce platform that helps you scale while keeping your tech stack lean.
Sebastian Hamann, Co-founder and CEO of Shopware, adds:
5. Use social proof
74% of European consumers say that they’re more likely to repurchase from a brand
💡Expert tip: Display authentic reviews throughout your site, including product pages, category pages, and even at checkout. And – post-purchase – make it easy for customers to leave reviews.
6. Implement loyalty programs
71% of consumers say loyalty programs drive them to make repurchases.
💡Expert tip: “Loyalty programs need to offer more than just points – they need to make customers feel valued,” Sebastian says. “ To do that, personalize rewards based on purchase behavior and create exclusive perks to build deeper connections."
7. Embrace sustainability
65% of European shoppers say that seeing a business use sustainable practices will influence them to repurchase.
💡 Expert tip: Ensure you are open about what you're doing for the planet (such as ethical sourcing, eco-friendly packaging, carbon reduction efforts, etc. And offer incentives for sustainable choices to build brand loyalty.
8. Personalize the shopping experience
57% of consumers say a personalized shopping experience is an important factor in their decision to repurchase from a retailer.
💡Expert tip: Use customer data to deliver tailored recommendations and offers throughout the buying journey.
Sebastian adds:
"Use customer data to tailor product recommendations, marketing messages, and even the shopping interface to create a highly personalized experience. Combine this with targeted promotions and a bespoke approach to create a memorable and impactful shopping journey .”
More tips to boost repeat purchases
Everything above is essential, but Sebastian says,
“To truly differentiate, you have to deliver exceptional and personalized shopping experiences. You need to offer tailored product recommendations, automate processes for efficiency, and integrate immersive technologies like AR and 3D shopping to fully engage customers. Also, use AI-powered tools to streamline operations and optimise everything from inventory management to customer interactions. That way, you can transform ordinary transactions into meaningful, long-term relationships.”
Explore Mollie’s extension in the Shopware store now!
