Free ForeverNo SignupCustomer LoyaltyUpdated 2026

Repeat Purchase Rate Calculator

Calculate what percentage of customers buy again — and the revenue value of improving that number.

Repeat purchase rate = Customers who bought more than once ÷ Total unique customers × 100. Repeat customers are 5× cheaper to sell to and spend 67% more per order on average. Improving repeat rate by 5% typically increases revenue by 25–30% without spending a dollar on acquisition.

Total Unique Customers

Total distinct customers over the period

Repeat Customers

Customers who purchased more than once

Average Order Value

Average revenue per order

Avg Orders Per Repeat Customer

How many orders repeat customers place on average

The Formula

Repeat Rate = Repeat Customers ÷ Total Customers × 100

In plain English

Repeat rate = repeat customers / total customers × 100.

Worked Example

1,800 repeat ÷ 5,000 total = 36% repeat rate. Revenue from repeat buyers: 1,800 × 3 orders × $90 = $486,000.

How to Increase Repeat Purchase Rate

The post-purchase email sequence is the highest-ROI retention tool. Sequence: thank you email (immediate), product usage tips (3 days), review request (7 days), cross-sell recommendation (14 days), replenishment reminder (30–60 days for consumables), win-back if no purchase (90 days).

Subscription/membership programmes dramatically improve repeat rate. Even a small loyalty points programme (5% back) shifts buyer psychology from one-time to habitual. Amazon Prime's $139/year turns casual Amazon shoppers into weekly buyers.

Repeat Purchase Rate Benchmarks (2026)

Category	Low	Average	Strong
Beauty / health	< 20%	25–40%	45%+
Apparel	< 15%	20–35%	40%+
Food & beverage	< 30%	35–55%	60%+
Electronics	< 8%	10–20%	25%+

Source: Klaviyo E-commerce Benchmarks 2025 · Yotpo Loyalty Report 2024

Common Mistakes

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Not segmenting repeat rate by acquisition channel

Customers from email and organic often have 2–3× the repeat rate of paid social customers. Know your repeat rate by channel to invest in the highest-LTV traffic sources.

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Confusing repeat rate with retention rate

Retention rate is a cohort metric (% of a given period's customers who buy again in the next period). Repeat rate is aggregate (all-time). Both matter but measure different things.

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Ignoring win-back campaigns

90-day inactive customers still on your list are your cheapest acquisition. A win-back campaign with a modest incentive (free shipping, 10% off) recovers 5–15% of lapsed customers at near-zero acquisition cost.