{
    "name": "Repeat Purchase Rate Calculator",
    "url": "https://calculators.geekmidst.com/calculators/repeat-purchase-rate-calculator",
    "markdown": "https://calculators.geekmidst.com/calculators/repeat-purchase-rate-calculator.md",
    "category": "Commerce & retail",
    "description": "Find the share of customers who ordered more than once in a period, plus one-time customers and average purchase frequency per customer.",
    "summary": "Repeat purchase rate is the number of customers who ordered two or more times divided by all customers who ordered in the same period.",
    "also_called": [
        "Repeat customer rate calculator"
    ],
    "applies_to": "Worldwide",
    "last_updated": "2026-10-29",
    "computation": "Results are computed in the visitor’s browser on the HTML page. This API describes the calculator; it does not compute results.",
    "inputs": [
        {
            "name": "customers",
            "label": "Customers who ordered",
            "type": "number",
            "default": "1200"
        },
        {
            "name": "repeat_customers",
            "label": "Customers with two or more orders",
            "type": "number",
            "default": "300"
        },
        {
            "name": "orders",
            "label": "Total orders",
            "type": "number",
            "default": "1800",
            "optional": true
        }
    ],
    "outputs": [
        {
            "key": "repeat_rate",
            "label": "Repeat purchase rate",
            "format": "percent"
        },
        {
            "key": "one_time_customers",
            "label": "One-time customers",
            "format": "integer"
        },
        {
            "key": "purchase_frequency",
            "label": "Orders per customer",
            "format": "number"
        }
    ],
    "formula": {
        "text": "Repeat purchase rate = Customers with ≥ 2 orders ÷ All customers × 100;  Purchase frequency = Orders ÷ Customers",
        "variables": {
            "Customers": "unique customers who ordered in the period",
            "Orders": "all orders from those customers"
        }
    },
    "worked_example": {
        "inputs": {
            "customers": "1200",
            "repeat_customers": "300",
            "orders": "1800"
        },
        "steps": [
            "Repeat rate = 300 ÷ 1200 × 100 = 25%.",
            "One-time customers = 1200 − 300 = 900; frequency = 1800 ÷ 1200 = 1.5 orders each."
        ],
        "result": "300 of 1,200 customers ordered again, a 25% repeat purchase rate, with 1.5 orders per customer on average."
    },
    "interpretation": "Compare periods of the same length: a 12-month window always shows a higher rate than a 3-month one because customers have more time to come back.",
    "assumptions": [
        "Customers are identified uniquely (guest checkouts merged by email where possible)."
    ],
    "limitations": [
        "This is a period measure, not a cohort retention curve."
    ],
    "rules": null,
    "faqs": [
        {
            "question": "How is this different from retention rate?",
            "answer": "Retention follows a fixed group of customers over time; repeat purchase rate looks at everyone who bought in one window."
        },
        {
            "question": "Which period should I use?",
            "answer": "One that matches how often your product is bought: monthly for consumables, yearly for durable goods."
        }
    ],
    "sources": [],
    "related": [
        {
            "name": "Average Order Value Calculator",
            "url": "https://calculators.geekmidst.com/calculators/average-order-value-calculator"
        },
        {
            "name": "Percentage Calculator",
            "url": "https://calculators.geekmidst.com/calculators/percentage-calculator"
        },
        {
            "name": "Ratio Calculator",
            "url": "https://calculators.geekmidst.com/calculators/ratio-calculator"
        }
    ],
    "disclaimer": null,
    "publisher": "GM¹X CalcVerse"
}