Purchase Frequency Calculator

About this calculator

Purchase frequency measures how often, on average, each customer buys during a given period: purchase frequency = total orders ÷ unique customers over that period. A value of 2.5, for instance, means the average customer placed two and a half orders in the timeframe analyzed.

Retail and e-commerce teams use purchase frequency alongside average order value (AOV) to build up customer lifetime value estimates, and to spot whether growth is coming from more customers or from existing customers buying more often — a sign of loyalty programs, email marketing, or subscription mechanics working. This calculator takes your total orders and unique customer count and returns the purchase frequency.