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Official documentation for campaign structure and measurement basics.
Visit tool →Repeat Purchase Rate Calculator
Share of customers in your slice who bought more than once under your rules.
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.
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.
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.
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.
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
Useful tools for this calculator
These tools are related to the topic of this calculator. Some links may be partner links.
Hotjar
Heatmaps, recordings, and surveys to diagnose conversion friction.
Visit tool →Shopify
Partner linkCommerce platform for building and scaling an online store.
Visit tool →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
Average Order Value (AOV) Calculator
Revenue ÷ orders for coherent slice/time—watch tax and shipping conventions.
Open calculator →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
Disclosure: Some links on this page may be affiliate links. If you sign up or make a purchase through these links, FounderCalc may earn a commission at no extra cost to you. We only recommend tools that are relevant to the calculator topic.