Repeat Purchase Rate Calculator
Calculate the percentage of your customers who have made more than one purchase over a given period.
Your results
Calculation breakdown
- Repeat purchase rate
- (Repeat customers ÷ Total customers) × 100
Worked example
A store with 800 total customers, 240 of whom bought more than once, has a repeat purchase rate of 30%.
Assumptions
- Consumables tend to see higher repeat rates than one-off big-ticket items.
- Subscription renewals can be included here or tracked separately as churn.
- Track this trend over time to measure retention campaign effectiveness.
How this calculator works
Divide the number of customers who purchased more than once by your total number of customers to find your repeat purchase rate. Track this over time to measure loyalty and the effectiveness of retention campaigns.
Frequently asked questions
What's considered a good repeat purchase rate?
It varies by product type — consumables tend to see higher repeat rates than one-off big-ticket items, so track your own trend over time.
How can I improve repeat purchase rate?
Common tactics include post-purchase email sequences, loyalty programs and personalised reorder reminders.
Does this include subscription renewals?
You can include them as repeat purchases, or track subscription retention separately using the Subscription Churn calculator.