% of customers who buy again. The Repeat Purchase Rate Calculator takes customers who bought in the period, customers who bought more than once and returns repeat purchase rate plus one-time customers. Results update as you type, and the formula is shown under the result so you can repeat it in your own spreadsheet.
Marketing metrics are most useful as trends and comparisons between channels. Measure every campaign the same way, over the same period, and judge it against your gross margin rather than against revenue alone. Use the worked example below to check the maths against your own figures.
How the Repeat Purchase Rate Calculator works
A repeat rate of 20–30% is typical for e-commerce and the cheapest growth lever there is: a second purchase costs almost nothing to acquire.
Worked example
With the example values (customers who bought in the period of 5000, customers who bought more than once of 1400), the repeat purchase rate is 28%; one-time customers 3,600. Change any figure above and the result updates immediately; use Copy results to paste the summary into a note or email.
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Frequently Asked Questions
How is repeat purchase rate calculated?
repeat purchase rate = customers with 2+ orders ÷ all customers.
Which figures do I need?
Customers who bought in the period, customers who bought more than once. Take them from the same period and the same set of accounts or reports so the ratio is consistent, and check the example values as a guide to the units expected.
How often should I track this metric?
Weekly for live campaigns, monthly for channel comparisons, and always over the same period for spend and results so the figures line up.
