Getting a first order is expensive. Getting the second one from the same customer usually isn’t, especially if you sell something they use up.
Yet many repeat orders never happen, for an ordinary reason: the customer runs out, forgets where they bought it, and grabs something else.
Reorder reminders fix that. This guide covers how to set them up on Shopify so they actually bring customers back: which products to start with, how to time them, what to write, and how to make reordering effortless.
Key takeaways
- Start with products that run out on a predictable schedule.
- Timing matters more than anything else: base intervals on usage and real order history.
- Make reordering one click, with no forced login, so guests can buy again too.
- Keep reminders short and product-specific, and use discounts sparingly.
- Measure revenue from reorders, not opens.
In this article
- Why customers don’t come back on their own
- Tactics at a glance
- Step 1: Pick the right products
- Step 2: Set realistic reorder intervals
- Step 3: Make reordering one click
- Step 4: Write reminders people want to open
- Step 5: Use discounts carefully
- Step 6: Reuse reorder links everywhere
- Step 7: Measure revenue, not opens
- Step 8: Win back customers who didn’t reorder
- A 30-day rollout plan
- Common mistakes
- How Easy Reorder handles this
- FAQ
- Start bringing customers back
Why customers don’t come back on their own
- They forget. Nobody tracks when the dog food will run out. They notice when the bag is empty.
- Reordering is a chore. If they have to find your site, search for the product, pick the right variant and log in, some won’t bother.
- A competitor is closer. When they run out, the nearest option wins, whether that’s a marketplace or a local store.
- Your emails are generic. A newsletter about a sale isn’t the same as “you’re probably running low on the thing you bought”.
A good reorder reminder answers all four: it arrives on time, it’s about their product, and it makes buying again take a click.
Tactics at a glance
| Tactic | Effort | Impact |
|---|---|---|
| Pick the right products | Low | High |
| Set realistic reorder intervals | Medium | High |
| Make reordering one click | Low with an app | High |
| Write product-specific reminders | Low | Medium to high |
| Use discounts carefully | Low | Medium |
| Reuse reorder links everywhere | Low | Medium |
| Measure revenue, not opens | Low | High (guides every other step) |
| Win back customers who didn’t reorder | Medium | Medium |
Effort and impact are general guidance; your results depend on your products and customers.
Step 1: Pick the right products
Start with products that run out on a predictable schedule:
- Coffee, tea and food
- Supplements, vitamins and protein
- Pet food, treats and litter
- Skincare, haircare and cosmetics
- Cleaning and household supplies
- Baby products like diapers and wipes
- Filters, refills and other replacement parts
Leave out one-off purchases like furniture or gifts. A reminder there feels random and trains customers to ignore you.
Step 2: Set realistic reorder intervals
Timing matters more than anything else. Too early and the customer still has plenty, too late and they’ve already bought elsewhere.
- Start with usage: a 30-serving tub used daily lasts about 30 days. Send a few days before that.
- Check your order history: look at how long repeat customers actually wait between orders of the same product. Real behavior beats the label.
- Account for size and quantity: a larger pack, or two units, should push the reminder later.
- Give a way out: a snooze link lets customers who aren’t ready ask for a later reminder instead of unsubscribing.
💡 Pro tip: Revisit intervals after a month or two. If most reorders come well after the reminder, move it later.
Step 3: Make reordering one click
The reminder only gets attention. The reorder flow is where you win or lose the sale.
The best experience takes the customer straight to their previous order, ready to add to cart, with no searching and no forced login.
Guest checkout matters here. Many Shopify customers never create an account, and asking them to make one just to reorder adds friction exactly when you want none.
Look for a reorder page that works for guests too.
Step 4: Write reminders people want to open
A reorder reminder should read like a helpful note, not a promo blast.
- Subject line: name the product. “Running low on your Morning Blend?” beats “Don’t miss out!”
- Show the product: include the image, the variant they bought and a single clear reorder button.
- Keep it short: one sentence of context, the product, the button.
- Use your brand: send from your own domain with your logo, so it’s recognizable and gets delivered.
- Bundle items due together: if a customer is due for three products in the same week, send one email, not three.
A simple reminder sequence
- Reminder: a few days before the expected run-out date, with the product and reorder button.
- Follow-up: a few days later if they haven’t reordered, with a short nudge and a snooze option.
- Last call: optionally, a final note a week or so later. Stop after that.
Stop the sequence as soon as they reorder, and offer a substitute if the original product is out of stock.
Step 5: Use discounts carefully
A reorder discount can help with a first repeat purchase or a lapsed customer. But if every reminder carries a discount, customers learn to wait for it.
Test reminders without a discount first, and keep discounts for follow-ups or win-back.
Step 6: Reuse reorder links everywhere
Your reminder emails aren’t the only place a reorder link helps. Add it to:
- Post-purchase flows
- Newsletters
- SMS campaigns
- Your customer support replies
💡 Pro tip: If you use Klaviyo, a personalized reorder link dropped into an existing flow lets you keep your current setup and still give customers a one-click way back.
Step 7: Measure revenue, not opens
Track the full path for each reminder: delivered, opened, clicked, and converted to an order.
The number that matters is revenue from reorders that followed a reminder within a sensible window. Also watch:
- Repeat purchase rate for products with reminders, compared with those without
- Time between first and second order
- Unsubscribes and snoozes, which signal that timing is off
Step 8: Win back customers who didn’t reorder
Some customers will ignore every reminder. That’s normal, but don’t write them off.
A few weeks after the sequence ends, a single, different message can work:
- Ask whether the product was right for them
- Suggest an alternative or a different size
- Mention what’s new
Keep this separate from your reminder sequence so the timing logic stays clean, and exclude anyone who has bought since.
Use customer tags to exclude groups that shouldn’t get reminders at all, such as wholesale accounts, staff orders or customers who asked not to be contacted.
A 30-day rollout plan
- Week 1: list your top 10 to 20 consumable products and set an interval for each based on usage and order history.
- Week 2: set up the reminder and follow-up emails with your branding, product images and a single reorder button, then send yourself a test.
- Week 3: go live, and add your reorder link to your post-purchase email and any Klaviyo or SMS flows you already run.
- Week 4: review clicks, reorders and snoozes per product, and move intervals earlier or later where the data says so.
Common mistakes
- Using one interval for every product
- Reminding subscribers about products they already receive automatically
- Linking to the homepage instead of their product
- Forcing a login to reorder
- Sending too many follow-ups
How Easy Reorder handles this
Easy Reorder is a Shopify app built around this exact playbook. You set how often each product is typically repurchased, and it emails each customer a branded reminder with their product and a reorder button.
One click opens a personalized reorder page with their last order ready, and guests can reorder without an account. It also:
- Bundles items due at the same time
- Skips products already on subscription
- Supports snooze links and substitutions
- Provides magic reorder links for Klaviyo and SMS
- Tracks every reminder through to the revenue it brings back
FAQ
What’s the fastest way to increase repeat purchases on Shopify?
For products that run out, a well-timed reorder reminder with a one-click way to buy again is usually the quickest win, because it targets customers who already like the product.
How many days after purchase should I send a reorder reminder?
Shortly before the product typically runs out. Base it on usage and on how long your repeat customers actually wait between orders, then adjust.
Should reorder reminders include a discount?
Not always. Start without one and test discounts on follow-ups or lapsed customers, so you don’t train customers to wait for a code.
What is a one-click reorder?
The customer goes from the reminder straight to their previous order, ready to add to cart, without searching your store or logging in.
Can I send reorder reminders with Klaviyo?
Yes, either by building your own replenishment flow or by adding reorder links from an app like Easy Reorder to your existing flows.
Start bringing customers back
Easy Reorder is free to install and takes care of reminders, one-click reorders and revenue tracking for you.
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