Repeat Purchase Rate Calculator
Repeat purchase rate is the share of customers who have ordered more than once.
What is repeat purchase rate?
Repeat purchase rate = customers with 2+ orders ÷ total customers × 100. It shows whether customers come back without paying to acquire them again.
How to use the repeat purchase rate calculator (formula)
Repeat purchase rate = Customers with 2+ orders ÷ Total customers × 100
One-time buyers = Total customers − Customers with 2+ orders
What each field means
- Total customers — All customers in the period.
- Customers with 2+ orders — Customers with two or more orders.
Worked example
Using these numbers: total customers 2400, customers with 2+ orders 540.
The repeat purchase rate is 22.5%.
- One-time buyers: 1,860
What is a good repeat purchase rate?
Many online stores sit around 20–30%; consumables and beauty brands can reach 40%+.
Tips to improve your result
- Send a follow-up offer timed to when the product runs out.
- Thank-you messages and quality packaging drive second orders.
- Track repeat rate by first product purchased.
- Remarket to one-time buyers with a reason to return.
Frequently asked questions
How do I calculate repeat purchase rate?
Repeat customers ÷ total customers × 100.
Repeat vs returning customers?
Repeat customers have bought more than once; returning visitors may not have bought.
Why does repeat rate matter?
Repeat orders have no acquisition cost, so they are your most profitable orders.
How can I increase repeat purchases?
Follow-ups, loyalty perks, subscriptions and consistent quality.
Related Tools
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Customer Retention Rate CalculatorHow many customers you keep over a period.
♾️LTV CalculatorCustomer lifetime value, in revenue and profit.
👥CAC CalculatorWhat each new customer costs you.
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