# What is Post-Purchase Flow?

What is Post-Purchase Flow? An automated sequence starting after a purchase: order confirmation, shipping updates, review requests, cross-sell, win-back.

## How it works in practice

Post-purchase is the most important — and usually most neglected — moment. The customer is now happiest (they just bought!), most open to leaving a review, generating UGC, and receiving an upsell. Stores that invest in post-purchase see repeat rates 25-40% higher.

## Related metrics

- LTV — post-purchase directly affects LTV
- NPS — a post-purchase survey is the place for NPS
- Social Proof — review requests happen post-purchase
- Cross-Sell — post-purchase is the best time for it

## Common misconception

'Order confirmation = post-purchase.' No. Order confirmation is a transactional email. A post-purchase flow includes: a thank-you (value + brand story), a usage guide, a review request (day 7), a cross-sell (day 14), a loyalty CTA (day 30).

## How to fix it

Post-Purchase flow not driving repeat purchases? (1) Check the flow actually exists — not just a transactional email, (2) Check the content — is there value beyond the transaction? (3) Check timing for the review request — 7 days after shipping, not after order, (4) Add a personalized cross-sell.

## Real-world example

Garden equipment store: a 5-email post-purchase flow over 30 days: thank-you + planting guide + review request + product care tips + related products. Six-month repeat purchase: 34% (vs 19% before the flow).

## Where to start

A post-purchase flow is high ROI for low effort. Set it up right after your Abandoned Cart flow. 5 basic emails: thank-you, usage guide, review request, cross-sell, win-back trigger.

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Category: Marketing · From the [Jimmy OS KPI Glossary](https://jimmy-os.com/glossary/kpi.md) · Source page: https://jimmy-os.com/glossary/kpi/post-purchase-flow