How to use this calculator
- Enter or choose customers who ordered.
- Enter or choose customers with two or more orders.
- Enter or choose total orders.
- The repeat purchase rate updates as you type. Use Copy result or Share to keep it.
Method
Repeat purchase rate = Customers with ≥ 2 orders ÷ All customers × 100; Purchase frequency = Orders ÷ Customers
- Customers
- unique customers who ordered in the period
- Orders
- all orders from those customers
Worked example
- Repeat rate = 300 ÷ 1200 × 100 = 25%.
- One-time customers = 1200 − 300 = 900; frequency = 1800 ÷ 1200 = 1.5 orders each.
300 of 1,200 customers ordered again, a 25% repeat purchase rate, with 1.5 orders per customer on average.
What the result means
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 and limits
- Customers are identified uniquely (guest checkouts merged by email where possible).
- This is a period measure, not a cohort retention curve.
Questions
How is this different from retention rate?
Retention follows a fixed group of customers over time; repeat purchase rate looks at everyone who bought in one window.
Which period should I use?
One that matches how often your product is bought: monthly for consumables, yearly for durable goods.