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Repeat sales and LTV: more revenue from existing customers
Many businesses spend their whole budget on finding new customers, yet someone who has already bought once knows you and trusts you. LTV (lifetime value) shows how much revenue one customer brings over the entire time they buy from you. Here is how to calculate LTV and how to grow repeat sales.
How to calculate LTV
The simplest formula:
LTV = average order value × purchases per year × years a customer stays with you
For a more accurate figure, multiply by your margin — then you see profit rather than revenue.
An example (illustrative numbers): a cosmetics shop. The average order is 150,000 som, a customer buys 6 times a year and stays for 2 years on average. LTV = 150,000 × 6 × 2 = 1,800,000 som in revenue. With a 40% margin, that's 720,000 som of gross profit.
Why LTV matters
Once you know LTV, you know how much you can afford to pay to win a customer. In the example, the first purchase brings 60,000 som of profit, but the whole relationship brings 720,000. So switching off ads as "too expensive" based on the first order alone can be a mistake. For lead costs, see our CPL guide; for marketing returns, the ROMI article.
Why a repeat sale costs less
- You don't need ads to find the customer again — you already have their contact.
- They've tried your product, so trust is already there.
- Decisions are faster and the sales cycle is shorter.
Ways to grow repeat sales
| Method | How it works |
|---|---|
| Contact base | Record a phone number or Telegram at purchase (with the customer's consent) |
| Reminders | A message when the product runs out: filters, cosmetics, pet food, servicing |
| Loyalty programme | Points, cashback, cumulative discounts, a members' club |
| Cross-selling | Offer a product that complements the main purchase |
| Personal offers | Birthdays, one year since the first purchase |
| Service | A call after purchase, warranty, advice |
Winning customers back via Telegram
- Segment customers: those who haven't bought in 60 or 90 days form a separate group.
- Send them a short message with a personal offer, not a generic ad.
- Share useful content: new arrivals, tips, members-only deals — a Telegram channel works well for this.
- Don't spam: a few messages a month is enough, each with a clear benefit.
Which numbers to track
- Repeat purchase rate — the share of customers who bought at least twice.
- Average time between purchases — tells you when to send a reminder.
- LTV by source — which channel brings customers who come back.
Conclusion
Repeat sales are one of the fastest ways to grow revenue without raising your ad budget. Collect your customer base in a CRM, calculate LTV and set up reminders. To find out why customers don't come back, read our article on collecting customer feedback.
