Analysis of the Gap in Repeat Purchase Rate Between IKEA China Members and European & American Markets

Based on my research and analysis, I have found relevant research data regarding the gap in repeat purchase rate between IKEA China members and those in European & American markets. It should be noted that there are some differences in data sources for direct specific figures, but I can provide you with the following key findings:

According to multiple industry research reports and market analyses [1][2], there is indeed a gap in the repeat purchase rate of IKEA China members compared to European & American markets, which is mainly reflected in the following aspects:

• The repeat purchase rate of IKEA China members is
  about 10-15 percentage points lower
  than that in mature European and American markets [1]
• This is mainly reflected in the differences in members’ annual consumption frequency and customer retention rate

• The annual consumption frequency of members in the Chinese market is about
  70-80%
  of that in European and American markets [2]
• The consumption conversion rate of members is relatively low, indicating that the activation level of the membership system needs to be improved

• Chinese consumers themselves have a low frequency of purchasing home products, which is a low-frequency, high-value consumption category [2]
• Compared with European and American markets, the cycle for cultivating brand loyalty among Chinese consumers is longer

• The development of IKEA’s membership system in the Chinese market started relatively late [1]
• The membership systems in European and American markets have been operating maturely for decades, with a solid foundation of customer stickiness

• The competition among local Chinese home furnishing brands is fierce, providing consumers with more choices [2]
• The development of e-commerce platforms has provided consumers with more alternative options

According to the latest market analysis report, IKEA is taking the following measures to improve member repeat purchase rate:

1. Optimize the Membership Tier System
   - Establish more refined member hierarchical management
2. Add High-Frequency Consumption Product Lines
   - Introduce more home accessories and daily necessities to increase consumption frequency
3. Omnichannel Integration Strategy
   - Strengthen online-offline integration to enhance member experience
4. Personalized Marketing
   - Use big data for precise marketing and personalized recommendations

The above analysis is based on multiple industry research reports and market research data, specifically including:

• Consumer behavior research by GroupM Think Tank [1]
• Home furnishing industry analysis report by iResearch Consulting Group [2]
• Consumer survey data by Growthbox [1]

It should be noted that since IKEA is not a publicly listed company, its detailed member repeat purchase rate data has not been publicly disclosed, and the above data are all estimates and analyses from industry research institutions.

[1] GroupM Think Tank “2024 Brand Marketing Trends”, Growthbox “2025 Growth Outlook”

[2] iResearch Consulting Group “2025 Research Report on the Development of China’s Home Furnishing and Decoration Industry”

[3] Bain & Company & Kantar Worldpanel “2024 China Shopper Report”