Customer Repeat Purchase Rate Calculator
Measure the share of customers who buy more than once, the clearest signal of product-market fit.
About Customer Repeat Purchase Rate Calculator
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.
Formula
Customer Repeat Purchase Rate
Repeat Purchase Rate = Customers who purchased more than once ÷ Total customers × 100
- Customers who purchased more than once
- The subset being measured
- Total customers
- The full population it is drawn from
Worked example
With the default values below, Customer Repeat Purchase Rate Calculator returns Repeat Purchase Rate of 27.00%. Change any input above and every figure here is recalculated in your browser.
Inputs used
- Customers who purchased more than onceminimum 0
- 1,350
- Total customersminimum 0
- 5,000
Results
- Repeat Purchase Rate
- 27.00%
- Remaining (whole minus part)
- 3,650
- Equivalent per 1,000
- 270.0
- One in Every
- 3.7
Step by step
- 1Values used
- 2Customer Repeat Purchase Rate
- 3Repeat Purchase Rate= 27.00
- 4Remaining (whole minus part)= 3,650
- 5Equivalent per 1,000= 270.0
- 6One in Every= 3.7
Assumptions and limits
- The result is derived only from the 2 inputs listed above. Anything not among them is not part of the calculation.
- In particular, this calculator does not take inflation, tax, fees or charges or compounding frequency into account.
- Figures are rounded for display to 2 decimal places, so totals built from several rounded parts can differ slightly from the unrounded arithmetic.
- This is an estimate for general information and not professional financial, tax or legal advice. See the full disclaimer for the limits that apply to this kind of calculator.
How these calculators are built and tested is described on the Methodology page. If a figure looks wrong, please report it.
Frequently Asked Questions
How is Customer Repeat Purchase Rate calculated?
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.
Why does Customer Repeat Purchase Rate matter?
Absolute counts hide scale — a rate normalises the number so you can compare periods, channels or cohorts of different sizes, where higher is better.
What values do I need to enter?
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.