Canonical formula calculator
REPEAT PURCHASE RATE
What percentage of your customers come back to buy again — the difference between a transaction and a relationship.
Customers who made more than one purchase in the period.
Total number of distinct customers who bought from you in the period.
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Add context for case suggestions
Optional — helps us match this calculation against relevant case studies (coming soon).
What this tells you
Repeat purchase rate is the percentage of customers who buy from you more than once. It is the cleanest signal of whether your product, service, or experience earns a second visit. E-commerce benchmarks vary by category, but 20-40% repeat rate is solid for most consumer goods.
When to use it
Calculate this quarterly to track loyalty over time. Use it to decide whether to invest in customer experience or in new acquisition. When repeat rate is high, your existing customers are your most efficient growth channel. When it is low, you have a product problem that more marketing will not fix.
What it doesn’t tell you
Repeat purchase rate does not tell you how OFTEN customers come back or how much they spend each time. A 30% repeat rate with customers buying twice a year is different than a 30% repeat rate with customers buying monthly. Pair this with frequency and AOV for the full picture.
Coming soon
Cases, plays, and benchmarks for this metric will appear here as the Moonshot knowledge libraries grow. For now: log in to track your number over time and Moonshot will surface trend warnings when the substrate fills in.