Repeat Customer Rate Calculator
A share of the count, a larger share of revenue.
Repeat customer rate
33%
42.5% of revenue
Repeat customers are 33% of the count and 42.5% of revenue, because they spend 1.50× as much per order. That divergence is why customer counts are a poor proxy for business health.
How the Repeat Customer Rate Calculator works
Repeat customers are a minority of the count and a majority of the revenue in most stores, because they spend considerably more per order. That divergence is why customer counts are a poor proxy for business health.
Not financial advice. Marketplace fees change, and they vary by country, plan and seller status. Every rate here is an editable default, not a quoted price — check the platform's current fee schedule before you price a product against it. This is not tax or business advice.
Frequently asked questions
What is a good repeat customer rate?
Consumables commonly reach 40% or more; considered durables sit far below. What matters is the trend and the revenue share, not the level against another business.
Why do repeat customers spend more?
Trust and familiarity. They know the sizing, they know the delivery works, and they browse rather than evaluate. That reduces the friction on every additional item.
How do I increase it?
The second purchase is the hardest and the most valuable. A post-purchase sequence timed to the natural replenishment gap moves it more than a loyalty scheme usually does.
Should I measure by period or cohort?
Both. Period rates show what is happening now; cohort rates show whether it is improving. Period rates alone move with acquisition volume and mislead during growth.