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Business

Repeat Purchase Rate Calculator

Measure customers who made more than one purchase within a defined cohort or period.

Use a consistent reporting periodCheck the calculation below
Business dashboard
Business dashboard

Use figures from the same reporting period.

See the method

Enter your business figures

Runs on your device

Your key metric

Your result

Let’s calculate.

Use the Calculate button to see your result.

Review the method below for assumptions and conventions.

How to use this tool

  1. Enter customers with repeat purchases, total purchasing customers.
  2. Select Calculate to view the result.
  3. Check the method and assumptions below before using the result.

The method, explained

Repeat purchase rate = repeat purchasers / purchasing customers × 100.

A WORKED EXAMPLE

Using customers with repeat purchases = 120 customers, total purchasing customers = 400 customers, the result is 30 %. Change these example inputs to match your task; use the method above to check each step.

Understanding your result

Customer-based rate, not the share of orders from returning customers. The observation window changes the interpretation.

What to keep in mind

Customer-based rate, not the share of orders from returning customers. The observation window changes the interpretation. Use consistent currencies, reporting periods and accounting definitions. This arithmetic estimate excludes items not entered in the form.

Common questions

How do I use this repeat purchase rate calculator?

Measure customers who made more than one purchase within a defined cohort or period. Enter customers with repeat purchases in customers, total purchasing customers in customers. The starting example is editable; use values for the same system or project.

Which assumptions affect this result?

Customer-based rate, not the share of orders from returning customers. The observation window changes the interpretation.

Methodology maintained by ClarityKit. How these tools are built and checked.