Repeat Purchase Rate Calculator
Repeat purchase rate measures what share of your customer base comes back to buy again. It is a direct indicator of customer satisfaction, product-market fit, and the effectiveness of retention programs. Because acquiring a new customer typically costs five to seven times more than retaining an existing one, improving repeat purchase rate is one of the most capital-efficient growth levers in ecommerce. Enter the number of returning customers (those who purchased more than once in the period) and total unique customers to calculate your rate.
Repeat purchase rate formula
Repeat Purchase Rate = Returning Customers / Total Customers * 100
First-Time Buyer Rate = 100 minus Repeat Purchase Rate. A healthy business grows both metrics: acquiring new customers while converting existing ones to repeat buyers.
Using repeat purchase rate for revenue planning
- A 5 percentage-point improvement in repeat purchase rate can increase revenue by 25 to 95% depending on the business model, as retained customers tend to spend more per visit over time.
- Segment repeat purchase rate by acquisition channel: customers from referrals and email often show higher repeat rates than those from paid social.
- Track the rate of customers who repurchase within 30, 60, and 90 days separately to find the optimal timing for win-back campaigns.
- Compare repeat purchase rate to industry cohorts to determine if a loyalty program investment is warranted.
Repeat purchase rate: frequently asked questions
What is repeat purchase rate?
Repeat purchase rate is the percentage of customers who make more than one purchase within a defined period. It is calculated as returning customers divided by total unique customers. A rate of 30% means 30% of customers bought at least twice.
What is a good repeat purchase rate?
For ecommerce, a repeat purchase rate above 25 to 30% is generally considered healthy. Subscription and consumable product categories naturally see higher rates (50%+). Fashion and electronics tend to see lower rates due to longer repurchase cycles.
How does repeat purchase rate relate to CLV?
Repeat purchase rate is one of the drivers of CLV (Customer Lifetime Value). Higher repeat rates mean customers stay longer and buy more, increasing both purchase frequency and customer lifespan, the two key CLV multipliers.
How can I increase repeat purchase rate?
Post-purchase email sequences, loyalty programs, subscription offers, personalized product recommendations, and win-back campaigns targeting lapsed customers are proven tactics. The first 30 days after a purchase are critical: a second purchase in that window dramatically increases lifetime retention.
How do I define the measurement period?
Choose a period long enough to allow a repurchase based on your typical purchase cycle. For monthly consumables, 90 days is reasonable. For apparel, 180 to 365 days. Use the same period consistently to track trends over time.
Official sources
- U.S. Census Bureau, E-Stats: census.gov/programs-surveys/e-stats.
- Federal Trade Commission, Business Guidance: ftc.gov/business-guidance.
Reviewed by the CalculatorHub team, edited by James Graham, 15 June 2026. See our methodology.