Repeat Purchase Rate Calculator

Repeat Purchase Rate = Repeat Customers ÷ Total Customers × 100. A simple ratio from the two counts you enter.

Whatever you define as having made 2 or more purchases in the period you're measuring — this tool doesn't set that definition for you, it just calculates the ratio from your own counts.

This tool bands 30%+ as excellent, 15-30% as good, and below 15% as low, with a fixed industry-average note of 25-30% for healthy ecommerce brands — but this varies a lot by product category (consumables vs one-time big-ticket purchases behave very differently).

A higher repeat purchase rate generally drives a longer effective customer lifespan, one of the inputs to Lifetime Value Calculator — but this tool doesn't feed its result into that one automatically.