Repeat purchase rate

Repeat purchase rate is the share of customers who bought more than once in a period. It decides how much a first order is really worth.

Stock photos and example labels, not customers.

Definition

Repeat purchase rate is the share of customers who bought more than once in a period. It decides how much a first order is really worth.

FormulaRepeat purchase rate = customers with 2 or more orders / all customers in the cohort

Example with made-up numbers: Of 1,000 customers acquired in a month, 220 order again within 90 days. Repeat rate = 220 / 1,000 = 22 percent.

How to use it

Stores with a high repeat rate can afford a higher acquisition cost, because the first order is not the whole story. Stores with a low one need the first order to pay for itself.

Fix the period and the cohort when you quote it, for example customers acquired in January, repeat within 90 days.

Related terms

LTV LTV:CAC Blended CAC

Go deeper

Measurement

Blended CAC: what it is and when to use it

When platforms disagree about who deserves credit, blended CAC answers a plainer question: what did a new customer cost us in total?

5 min read

Built for shop owners, creators and agencies. Stock photos, not customers.

Run the next client review from one screen.

We open one agency at a time, with your own accounts connected read-only first.

Request access

How we plan to price it