A repeat customer is a paying customer who has come back to your store to place additional orders after their first.
Getting one-time customers to come back is such a huge hurdle for ecommerce stores that it's important to track customers who have gotten past that.
Repeat customers are the same as returning customers in my opinion. Some people make a distinction between the two like returning customers have placed two to four orders and repeat customers have five or more orders. I feel like that distinction doesn't matter enough to give different labels to each.
Eric Davis
Find patterns in customer behavior
You don't have to be in the dark when it comes to your customers. Using their existing behavior, Repeat Customer Insights shows you patterns and optimization potential for Shopify stores, leading to more and better repeat customers.