E-commerce retention refers to the frequency with which repeat customers return to your website and make additional purchases. This has a significant impact on LTV. There are a number of ways to improve retention, including offering more products, offering rewards for frequent purchases, making the site easy to navigate, elevating your brand's reputation, etc. In e-commerce, retention is often a key indicator of loyalty to a brand.
Number of users who make multiple purchases / number of users who make one purchase = Retention Rate