Repeat Purchase Rate Calculator

How it is calculated

The tool divides customers who bought more than once by all customers who bought in the period: repeat purchase rate = repeat customers ÷ total customers × 100. It also gives one-time buyers, total − repeat. Both inputs are counts of people, not orders, so a customer with five orders counts once. Customers are whole people: a fractional value such as 10.5 shows no result. Total customers must be at least 1, and repeat customers cannot be negative or exceed the total, otherwise nothing is returned. A rate of 0% means nobody came back and 100% means every customer bought at least twice. The tool does not know the time window, so use one period and apply the same rule for what counts as repeat each time.

Common mistakes

• Entering the number of repeat orders instead of repeat customers. A customer who ordered four times is one repeat customer, so counting orders pushes the rate too high, and a repeat figure above the total shows no result.
• Including customers whose first purchase was only a few days ago. They have not had time to return, so a fresh cohort looks worse than a customer base measured over a full period.
• Comparing rates from different time windows. A 24-month rate will nearly always be higher than a 6-month one for the same shop, so keep the window the same.
• Entering only new buyers as the total. The total must include everyone who bought, one-time and repeat alike.
• Entering a percentage or a decimal count such as 27.5 repeat customers. Both fields are head counts and must be whole numbers.