Quick answer
How do you calculate Repeat Purchase Rate?
Use Repeat purchase rate = Repeat customers / Total customers x 100. Enter the matching values above to calculate the result instantly.
What it measures
Understanding Repeat Purchase Rate
Calculate the percentage of customers who made more than one purchase. A cohort window is more interpretable than a mixed-period total because newer customers have had less time to purchase again.
Interpretation
What the result means
An 18% result means 18 of every 100 customers in the denominator met the repeat-purchase definition.
Action
How to use it
Track by acquisition cohort, first product, channel, and time-to-second-order, then connect retention with margin and customer value.
Limits
What it leaves out
Identity resolution, guest checkout, refunds, subscription orders, and observation-window length can materially change the percentage.
The math
Repeat Purchase Rate formula
Worked example
Example calculation
- Calculation
- 1,800 / 10,000 x 100
- Result
- 18% repeat purchase rate
Step by step
How to use this calculator
- 1Enter repeat customers, total customers.
- 2Keep every input on the same time period and measurement basis.
- 3Review the result, then change one assumption at a time to test scenarios.
Decision support
When this calculator is useful
- Retention analysis
- Lifecycle marketing
- Customer value forecasting
Common questions
Frequently asked questions
Which inputs should I use for Repeat Purchase Rate?
Use repeat customers, total customers, measured from the same source and period. Include only values that match the definitions shown beside each field.
Why might two Repeat Purchase Rate calculations differ?
The systems or accounting policies may define repeat customers, total customers differently. Compare the time period, scope, source, and treatment of exceptional items before comparing results.
How often should I recalculate Repeat Purchase Rate?
Recalculate when any input changes materially and on the same reporting cadence used for the decision. Save the source and date of each input so the trend remains comparable.
Can I use Repeat Purchase Rate by itself?
No single metric captures the full decision. Use the result with the related measures, assumptions, and limitations shown on this page.
Calculation reviewed: 2026-06-18. CalcPilot uses the formula shown above and tests representative values during the production build. See our methodology and correction policy.
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