About the Repeat Purchase Rate Calculator
Repeat purchase rate: share of customers who bought more than once in a period.
Also known as: repeat customer rate, returning customer rate.
How to use this calculator
- Enter customers with 2+ orders, total customers.
- The result updates instantly as you type — press Calculate (or Enter) at any time.
- Open “Step-by-step” to see how the answer was worked out.
- Use Copy result or Share to save the answer or send a link with your inputs.
Formula
Repeat purchase rate = Customers with 2+ orders ÷ Total customers × 100
Worked example
Using the values pre-filled in the calculator above:
- Customers with 2+ orders = 340
- Total customers = 1,200
the calculator returns:
- Repeat purchase rate: 28.33%
Working
Repeat purchase rate = 340 ÷ 1,200 × 100 = 28.3333%