Ecommerce & Revenue
Repeat Purchase Rate Calculator
Repeat purchase rate is the quiet number that decides how much you can afford to pay for a customer. A store with a 30 percent repeat rate can outbid a store with a 10 percent one for the same traffic, every single day.
Result
FormulaRepeat purchase rate = repeat customers ÷ total customers × 100
Worked example
1,450 repeat buyers out of 5,200 customers is a 27.88 percent repeat rate, and at a $95 average order value with 2.4 orders each they generate about $330,600. Reaching a 35 percent target would add 370 repeat customers worth roughly $84,360, which is a retention project rather than an acquisition budget.
What to watch for
Repeat rate is time sensitive, so always state the window. A 28 percent rate measured over 12 months and a 28 percent rate measured over 3 months describe very different businesses, and the shorter window is the harder achievement.
The highest-return retention work is usually unglamorous: a genuinely useful post-purchase email flow, a replenishment reminder timed to actual consumption, and fixing the delivery experience. Loyalty point schemes tend to come later and matter less than people expect.
Consumables and apparel should never be held to the same benchmark. A coffee brand failing at 30 percent may be underperforming while a furniture retailer hitting 15 percent is doing extremely well.
Frequently asked questions
What is a good repeat purchase rate?
It varies hugely by category. Consumables and subscriptions should be well above 30 percent within a year, considered one-time purchases like mattresses may sit in single digits and that is fine. Compare against your own trend and your own category.
How does repeat rate change what I can pay for a customer?
Directly. If the average customer buys 2.4 times, your acquisition ceiling is set by the gross profit of all those orders, not the first one. Businesses that only bid against first-order profit systematically underspend against competitors who do this maths.
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