Measure the share of customers who buy more than once, the clearest signal of product-market fit.
The repeat purchase rate is the share of total customers that customers who purchased more than once represents, expressed as a percentage. The same figure is also shown per 1,000 and as a "one in every N" odds statement, which is easier to reason about when the rate is very small. Absolute counts hide scale — a rate normalises the number so you can compare periods, channels or cohorts of different sizes, where higher is better.
Customer Repeat Purchase Rate
Repeat Purchase Rate = Customers who purchased more than once ÷ Total customers × 100
Repeat Purchase Rate = Customers who purchased more than once ÷ Total customers × 100 The repeat purchase rate is the share of total customers that customers who purchased more than once represents, expressed as a percentage. The same figure is also shown per 1,000 and as a "one in every N" odds statement, which is easier to reason about when the rate is very small.
Absolute counts hide scale — a rate normalises the number so you can compare periods, channels or cohorts of different sizes, where higher is better.
This calculator takes 2 inputs: Customers who purchased more than once, Total customers. The pre-filled defaults are a realistic starting point — replace them with figures from your own environment for a result you can act on.