# Repeat Purchase Rate Calculator

> Find the share of customers who ordered more than once in a period, plus one-time customers and average purchase frequency per customer.

Category: Commerce & retail · Applies to: Worldwide · Last updated: 2026-10-29
Interactive calculator: https://calculators.geekmidst.com/calculators/repeat-purchase-rate-calculator

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.

## Inputs
- Customers who ordered (default 1200)
- Customers with two or more orders (default 300)
- Total orders (default 1800; optional)

## Results
- Repeat purchase rate
- One-time customers
- Orders per customer

## Formula

```
Repeat purchase rate = Customers with ≥ 2 orders ÷ All customers × 100;  Purchase frequency = Orders ÷ Customers
```

Where:
- Customers: unique customers who ordered in the period
- Orders: all orders from those customers

## Worked example
1. Repeat rate = 300 ÷ 1200 × 100 = 25%.
2. 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.

## 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.

## Related calculators
- [Average Order Value Calculator](https://calculators.geekmidst.com/calculators/average-order-value-calculator)
- [Percentage Calculator](https://calculators.geekmidst.com/calculators/percentage-calculator)
- [Ratio Calculator](https://calculators.geekmidst.com/calculators/ratio-calculator)

Source: GM¹X CalcVerse — https://calculators.geekmidst.com/calculators/repeat-purchase-rate-calculator