Average Order Value (AOV) Calculator
Revenue ÷ orders for coherent slice/time—watch tax and shipping conventions.
Open calculator →Repeat Purchase Rate Calculator
Share of customers in your slice who bought more than once under your rules.
Overview
Define the cohort and window honestly—heavy acquisition months drag repeat rates down even when loyal buyers still exist. Split channels when wholesale and retail mix.
When to use this calculator
- When retention—not only first purchase—guides inventory and email plays
- Before acquisition spikes make repeat rates look artificially low
- When subscriptions renew but you meant “repeat order” narrowly
- When wholesale and direct-to-consumer sit in one blend without labeling
Rule of thumb
Heavy acquisition months drag repeat percentages even when loyal shoppers still reorder.
Terms used in this calculator
- AOV
- Average order size: slice revenue divided by order count—with tax/shipping counted the same each month.
- LTV
- A simple lifetime earnings sketch from average revenue, margin, and churn—not a prophecy.
Calculator
Repeat purchase rate
34.29%
Results are simplified estimates for educational purposes only and should not be treated as financial, accounting, legal, or tax advice. See our disclaimer for details.
Formula
Returning customers ÷ eligible customers × 100.
Example calculation
Using the default example values from the JSON seed for this tool:
- Returning customers
- 720
- Eligible customers
- 2100
Result: 34.29% (Repeat purchase rate)
How to interpret this result
Share of shoppers who reorder under your cohort rules.
Acquisition-heavy stretches mechanically depress the headline even if loyal buyers still return.
Split wholesale, retail, and subscriptions when habits diverge.
Common mistakes
- Labeling subscriptions as repeats when counting first payment only elsewhere.
- Pooling wholesale and ecommerce behaviors without admitting it.
- Including ghosts who never fulfilled as “customers.”
What to do next
Visit LTV-lite or churn-style reads when repeats matter alongside acquisition.
How to improve this result
- Launch replenishment reminders responsibly when ethically appropriate.
- Incent bundles when repeat uplift stagnates mechanically.
- Understand acquisition-heavy months artificially depressing repeats short term.
Recommended tools
- Google Ads Help Official documentation for campaign structure and measurement basics.
- Hotjar Heatmaps, recordings, and surveys to diagnose conversion friction.
- Shopify Commerce platform for building and scaling an online store.
FAQ
- Unique buyers vs orders?
- Denominator should be shoppers, not raw order rows.
- Subscriptions double-count?
- Clarify whether renewals count as repeat purchases for your use case.
- Channel mix?
- Separate wholesale and retail if behaviors diverge.
- Acquisition spikes?
- Cohort views calm noisy months better than one blended percent.
Related calculators
LTV Calculator (Simple Gross Margin Adjusted)
Simplified annuity-style gross LTV using ARPA, margin, and churn in shared time units.
Open calculator →Refund Rate Calculator
Refunded orders divided by fulfilled orders—how often sales slide backward.
Open calculator →Affiliate disclosure
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