Repeat Purchase Rate Calculator
Repeat purchase rate reports the proportion of customers in a cohort who made at least two purchases during the defined observation window.
How to use this calculator
- Enter the number of unique customers and how many of those customers purchased at least twice in the same cohort.
- Check the units and definitions before comparing results with another source.
- Change one input at a time when comparing scenarios, and keep the reporting period and assumptions consistent.
Formula used by the repeat purchase rate calculator
Repeat purchase rate = customers with 2+ purchases ÷ unique customers × 100%
- Repeat purchase rate = customers with 2+ purchases ÷ unique customers × 100%
- The result changes with cohort age, purchase window and customer identity rules. It is not the same as the percentage of orders that are repeat orders.
- Inputs are checked for required values and valid ranges; displayed results are rounded for readability.
Worked examples
Worked example
360 repeat customers from a cohort of 1,200 unique customers.
360/1,200 × 100 = 30%.
360/1,200 × 100 = 30%.
Understanding the result
Repeat purchase rate reports the proportion of customers in a cohort who made at least two purchases during the defined observation window.
The result changes with cohort age, purchase window and customer identity rules. It is not the same as the percentage of orders that are repeat orders.
Important notes
The result changes with cohort age, purchase window and customer identity rules. It is not the same as the percentage of orders that are repeat orders.
The result applies to the numbers and assumptions entered here; verify specifications for safety-critical or regulated uses.
Frequently asked questions
Should repeat orders be counted in the numerator?
Count customers who purchased repeatedly, not the number of extra orders they placed.
Why should the observation window be consistent?
Older cohorts have had more time to make another purchase, so different windows are not directly comparable.
How do I use this calculator?
Enter the number of unique customers and how many of those customers purchased at least twice in the same cohort.
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This page provides a calculation tool plus explanatory information so you can understand what the result means and when the underlying method may not fit your situation.