Repeat Purchase Rate Calculator
Find the share of customers who buy again.
Results update as you type.
How it works
Repeat purchase rate measures customer loyalty, and this calculator computes it. You enter your total number of customers and how many of them are repeat customers, those who have purchased more than once, over a period, and it returns the repeat purchase rate as a percentage plus the number of one-time customers. The rate is repeat customers divided by total customers, times 100. This metric matters enormously because acquiring a new customer typically costs far more than retaining an existing one, and repeat customers tend to spend more, buy more often, and refer others. A high repeat purchase rate signals that your product, service, and experience are good enough to bring customers back, forming a base of reliable, profitable revenue that does not require constant acquisition spending. What counts as a strong rate varies by business type: subscription and consumable businesses naturally see high repeat rates, while big-ticket or one-off purchases see lower ones, so compare to your category and track your own trend. A low or falling repeat rate is a warning that customer satisfaction, product quality, or retention efforts need attention. Businesses raise the rate through excellent service, loyalty programs, email and re-engagement campaigns, subscriptions, and simply making a great first purchase experience. This metric pairs well with customer lifetime value and churn to give a full picture of retention. Enter your total and repeat customer counts to find the rate.
Repeat purchase rate = (repeat customers / total customers) × 100
The repeat purchase rate is the percentage of customers who have bought more than once. It divides the number of repeat customers by the total number of customers over a period, then multiplies by 100. A higher rate indicates strong customer loyalty and retention, which drives profitable, sustainable growth.
Source:Retention metrics
We review all our tools from time to time to ensure accuracy.
Worked example
How to use this calculator
- 1
Enter your values
Enter total customers and repeat customers.
- 2
Adjust the options
Fine-tune any options to match your situation.
- 3
Read your result
Repeat purchase rate updates instantly as you type — no button to press.
Frequently asked questions
What is repeat purchase rate?
Repeat purchase rate is the percentage of customers who have made more than one purchase over a given period. It equals repeat customers divided by total customers, times 100. It is a key loyalty and retention metric, showing how well a business keeps customers coming back rather than relying only on new acquisition.
Why is repeat purchase rate important?
Retaining customers is usually far cheaper than acquiring new ones, and repeat customers tend to spend more and refer others. A high repeat purchase rate means a base of loyal, profitable revenue that reduces dependence on costly acquisition. It is one of the strongest indicators of a healthy, sustainable business.
What is a good repeat purchase rate?
It depends heavily on your business type. Subscription services and sellers of consumable goods naturally have high repeat rates, while businesses selling durable or one-time big-ticket items have lower ones. Rather than a universal target, compare your rate to others in your category and focus on improving your own trend over time.
How can I increase my repeat purchase rate?
Deliver an excellent first purchase experience, provide great customer service, and stay in touch through email, loyalty programs, and re-engagement campaigns. Making reordering easy, offering subscriptions, and rewarding loyalty all encourage repeat business. Understanding why one-time customers do not return, through surveys or analysis, helps target the right improvements.
How does this relate to churn and lifetime value?
Repeat purchase rate, churn rate, and customer lifetime value are complementary retention metrics. A high repeat rate corresponds to low churn and high lifetime value, since loyal customers keep buying and are worth more over time. Tracking them together gives a comprehensive view of how well you retain and monetize your customer base.