Repeat Purchase Rate Calculator
Measure the share of buying customers who placed at least two orders within a defined observation window.
Repeat purchase rateExample25%
- Single-order customers
- 450 customers
How to calculate repeat purchase rate
Repeat purchase rate = repeat buyers ÷ all unique buyers × 100
Deduplicate customers and use one fixed window. This is not customer retention across periods; recent customers have had less time to repeat.
Worked example
An illustrative scenario. “Reset to example” restores it in the calculator.
- Customers with two or more orders
- 150 customers
- Unique customers with at least one order
- 600 customers
Repeat purchase rate: 25%
Repeat Purchase Rate FAQ
Why can this differ from returning-customer revenue?
This metric counts people, not money. A few high-spending repeat buyers may generate a large revenue share while the customer repeat rate remains low.