Half of all second orders land within 30 days of the first. Three quarters land within 90. Abandoned cart flows average $3. 65 in revenue per recipient. The top 10% of merchants average $28. 89. Three quarters of the people who will ever buy from your store a second time do it within 90 days of the first order. Most DTC brands spend that window sending a shipping confirmation, a review request, and a 20% off code. It stays broken at so many brands because the metric most teams report is borrowed from SaaS, the window they measure is too long to act on, and the first lever they reach for is a discount that quietly deletes the margin the repeat order was supposed to earn.