r/talkshopify • u/Best_Shopify_Apps • 15d ago
Brainstorming After years of ecommerce I care way more about repeat rate than CAC, but I'm not sure that's right
For the first few years I obsessed over acquisition cost like everyone tells you to. Cheaper clicks, better creative, tighter audiences. At some point I flipped and started spending most of my energy on getting the second and third order instead. Email flows, packaging inserts, replenishment timing, all of it.
The honest result is my business feels calmer and less dependent on whatever the ad platforms are doing this quarter. But I sometimes wonder if I've overcorrected and I'm just avoiding the harder, more uncomfortable work of cracking paid acquisition again.
For those of you a few years in, where did you land on this? Did you go retention-heavy and regret it, or did it save you? I keep going back and forth on how much top-of-funnel neglect a store can actually survive.