Repeat Purchase Rate Calculator

About this calculator

Repeat purchase rate measures customer loyalty in the most direct way possible: the share of customers who bought more than once, calculated as repeat customers divided by total customers over a given period. The remainder — customers who bought exactly once — are the one-time buyers this calculator also reports.

E-commerce and retail teams treat this as a core loyalty metric because acquiring a new customer typically costs far more than retaining an existing one, so a rising repeat purchase rate signals a healthier, more sustainable revenue base. CRM and loyalty program managers track it segment by segment to see which products, channels, or campaigns bring in customers who actually come back.