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Repeat Purchase Rate Calculator

Work out what share of your customers have bought more than once.

Marketing Tools Reviews Free · no sign-up

Both figures should cover the same window — twelve months is a common choice for general retail.

Repeat purchase rate

—

One-time buyers—
Extra orders from a 5-point lift—
Revenue from that lift—

Quick Tool Overview

The Repeat Purchase Rate Calculator turns repeat customers and total customers into a repeat rate instantly, with one-time buyers counted and the revenue value of a five-point improvement estimated.

What it does
Calculates the share of customers who bought more than once
You give it
Repeat customers, total customers, and optionally average order value
You get back
Repeat purchase rate %, one-time buyers, and the value of a lift
Best for
E-commerce stores weighing retention effort against new traffic
Marketing Tools Free, unlimited use No sign-up Runs in your browser

About the Repeat Purchase Rate Calculator

Repeat purchase rate is the cheapest growth metric in e-commerce: the share of customers who came back and bought again. Because the second sale carries no acquisition cost, a few points of movement here is usually worth more than the same effort spent on new traffic.

Enter how many customers bought more than once and your total customer count for the period, and the rate appears straight away, with the number of one-time buyers sitting alongside it. Add your average order value and the calculator shows what a five-point improvement would be worth in extra orders and revenue.

Key features of the Repeat Purchase Rate Calculator

Instant results

The rate updates live as either figure changes.

One-time buyers shown

The other side of the number, counted and expressed as a share.

Value of a lift

Estimates the extra orders and revenue a five-point gain would bring.

Runs in your browser

No sign-up, no data sent anywhere.

How to use the Repeat Purchase Rate Calculator

  1. 1

    Enter repeat customers

    Customers who placed more than one order in the period.

  2. 2

    Enter total customers

    Every customer who bought at all during that period.

  3. 3

    Add average order value

    Optional — shows what a five-point lift in the rate would be worth.

  4. 4

    Read the repeat rate

    One-time buyers and their share appear alongside.

Frequently asked questions

Repeat purchase rate = Customers with more than one order ÷ Total customers × 100. 480 repeat customers out of 2,000 is a repeat purchase rate of 24%.

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