Project the revenue an existing customer base generates through repeat orders over a year.
Repeat revenue compounds three levers: how many customers return, how often they order and how much they spend. The final line isolates the value of a single percentage point of repeat rate, which is usually the cheapest of the three to move. Acquiring a new customer typically costs five to seven times more than lifting the repeat rate by a point, and this quantifies what that point is worth.
Repeat Purchase Revenue
Repeat revenue = customers × repeat rate × orders per repeat customer × average order value
Repeat revenue = customers × repeat rate × orders per repeat customer × average order value Repeat revenue compounds three levers: how many customers return, how often they order and how much they spend. The final line isolates the value of a single percentage point of repeat rate, which is usually the cheapest of the three to move.
Acquiring a new customer typically costs five to seven times more than lifting the repeat rate by a point, and this quantifies what that point is worth.
This calculator takes 4 inputs: Existing customers, Share who buy again, Orders per repeat customer per year, Average order value. The pre-filled defaults are a realistic starting point — replace them with figures from your own environment for a result you can act on.