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E-Commerce Finance

Repeat Purchase Rate Calculator

Calculate your repeat purchase rate from total customers and repeat customers: the share of your customers who have ordered more than once.

Example numbers, replace with yours

Customers with more than one order

Repeat purchase rate
28.0%
Repeat ÷ total customers
New-customer share
72.0%
First-time buyers
28.0% of your customers come back to buy again. A repeat order needs no new acquisition spend, so a rising repeat rate can lift LTV and your LTV:CAC ratio without raising CAC. Retention has costs of its own, such as email tools and discounts.
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