You worked hard to setup your store, curate your products, build your brand, and share your story – but, gone are the days of 'if you build it, they will come'. While it's important to attract new customers as you start out, don't make the mistake of prioritizing customer acquisition over customer retention. It can cost up to five times more to acquire new customers – the likelihood of a current customer buying is 60-70%, whereas for a potential new customer, the chances of purchasing are only 5-20%. This is why it's important to give consumers a reason to come back and give them reasons to become your biggest fans.