Customer Analytics
Repeat Purchase Rate
The percentage of customers who make more than one purchase. Higher rates indicate strong customer loyalty.
Formula
Repeat Purchase Rate (%) = (Customers with >1 Order / Total Customers) × 100What is Repeat Purchase Rate?
Repeat purchase rate measures what percentage of your customers come back to buy again. It's a fundamental indicator of product-market fit and customer satisfaction.
Benchmarks
Average e-commerce repeat purchase rate: 25-30%. Top-performing stores achieve 40-60%.
Why It Matters
Acquiring a new customer costs 5-7x more than retaining an existing one. A high repeat purchase rate means you're building a sustainable business that doesn't depend entirely on paid acquisition.
Example
1,000 total customers, 300 have purchased more than once. Repeat rate = 30%.
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