To get repeat customers, make the first order great (fast delivery, nice packaging, a personal thank-you), stay in touch after the sale with useful messages rather than spam, remind buyers when they're likely to need more, reward them for coming back, and tell them first about new products. A buyer who has already paid you once is far easier to sell to again than a stranger, and costs you nothing in ads.
Many small businesses spend all their money finding new buyers and forget the ones they already have. Here's how to change that.
1. Make the first order memorable
- Deliver when you said you would, or earlier.
- Pack it nicely: a clean bag or box, a handwritten note, a small free extra.
- Send a thank-you message after delivery.
A buyer who feels looked after comes back. A buyer who waited three days with no update doesn't.
2. Follow up after the sale
Send a short message a few days after delivery:
"Hi Ama, how are you finding the shea butter? If you have any questions on how to use it, just reply here."
On Paylead, you can set up an automation that sends an email a set time after someone orders, so every buyer gets a follow-up without you remembering. See how to send automatic follow-ups after a sale.
3. Ask for a review
The follow-up is the perfect moment to ask for a review. It builds trust with new buyers, and buyers who leave reviews feel more connected to you. See how to get customer reviews.
4. Send reorder reminders
If your product runs out (diapers, skincare, perfume, food, data, cleaning products), remind buyers before it does:
"Your 250g shea butter usually lasts about a month. Want us to send another this week?"
Time the reminder to how long the product usually lasts.
5. Give returning buyers a reason
- A thank-you discount code for the next order, sent after the first one. See how to create discount codes.
- Free delivery on the second order.
- A gift after the fifth order.
- Early access to sales and new stock.
Keep it simple. A complicated points system is hard to run on WhatsApp.
6. Tell buyers first about new products
Your buyers want to know what's new. Send an email newsletter or SMS when a new product, collection or course launches, a day before you post it publicly. See SMS vs email marketing in Ghana.
Only message people who agreed to hear from you, and make it easy to stop.
7. Sell the next step
Think about what a buyer needs after their first purchase:
- Bought the beginner course? Offer the advanced one.
- Bought a dress? Show matching accessories.
- Bought a phone? Offer a case and screen guard.
An upsell right after payment does this automatically on Paylead.
8. Win back quiet customers
Some buyers just forget about you. After a few months without an order, send a friendly message with something new or a small offer:
"We miss you! Here's 10% off anything this week, and look at our new collection."
9. Make reordering easy
- Keep your store link in every message.
- Let buyers pay quickly with MoMo without re-typing everything.
- For things people buy every month, offer a subscription (on the Pro plan) so they never run out.
10. Solve problems generously
How you handle a problem decides whether a buyer comes back. Apologise, fix it fast, and do a little extra. See how to handle customer complaints.
Measure it
Check what share of your orders come from people who've bought before. In Paylead, your customer list shows each buyer's orders. If repeat buyers are a small share, focus on steps 2, 4 and 6 first. See customer lifetime value explained.
Frequently asked questions
Why are repeat customers so valuable?
They already trust you, they cost nothing in ads to reach, and they often spend more each time.
How often should I message past buyers?
Useful messages every week or two are fine. Daily promotions annoy people and lead to unsubscribes.
What if my product isn't something people buy again?
Sell related products, ask for referrals, or turn buyers into affiliates who earn by recommending you. See how to start an affiliate program.
Read next: email sequences every online seller needs, how to write a welcome email and how to send bulk SMS to your customers.
