Repeat Purchase Rate Calculator
Measured by cohort, not blended.
Repeat purchase rate
27%
1.55 orders per customer
Measure this by cohort, following customers acquired in one period forward. A blended repeat rate mixes mature cohorts with new ones that have not had time to buy again, which makes it look worse than reality when you are growing and better when you are not.
How the Repeat Purchase Rate Calculator works
A blended repeat rate mixes mature cohorts with new ones that have not had time to buy again. That makes it look worse than reality when you are growing and better when you are not — which is exactly backwards from what a decision needs.
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
How is repeat purchase rate calculated?
Customers who bought more than once, divided by total customers, within a defined cohort and window. The cohort and window are what make it meaningful.
What is a good repeat purchase rate?
Consumables commonly reach 40% or more within a year; considered durables sit far lower. The useful comparison is your own cohorts over time.
How do I improve it?
The second purchase is the hardest and the most valuable. A post-purchase sequence timed to the natural replenishment point moves it more than loyalty schemes usually do.
Why does the second order matter so much?
Because customers who buy twice are dramatically more likely to buy again. The largest drop in any retention curve is between the first and second purchase.