FormulaRepeat Purchase Rate = Customers with a repeat purchase ÷ Customers considered × 100
Repeat Purchase Rate indicates the share of customers who make more than one purchase within a period or after their first order.
How it works
It is especially useful in non-subscription retail, where retention is not always defined by an active/inactive status. It can be calculated by cohort and time window for more robust comparisons.
Practical example
Out of 5,000 customers in the period, 1,250 made at least one additional purchase: repeat purchase rate is 25%.
Why it matters
It helps evaluate acquisition quality, product, CRM and customer experience. More repeat purchasing can improve CLV without proportionally increasing media spend.
What to watch
A window that is too short penalizes categories with long repurchase cycles. The metric should reflect the product’s natural purchase frequency.