Repeat purchase rate
Repeat purchase rate is the share of customers who have placed more than one order.
Repeat purchase rate (RPR) is the percentage of your customers who come back and buy again. It's a core retention metric: acquiring a customer is expensive, so the share who return largely determines profitability. A low repeat rate signals a retention problem (product, onboarding or lifecycle marketing); a high one means your acquisition spend compounds.
How it's measured
RPR = customers with 2+ orders ÷ total customers × 100, over a period. Segment by first-order cohort to see if retention is improving.
Related terms
Churn rate
Churn rate is the share of customers who stop buying over a given period.
Cohort analysis
Cohort analysis groups customers by a shared start point (e.g. first-order month) and tracks their behaviour over time.
Customer lifetime value (CLV / LTV)
Customer lifetime value is the total revenue (or profit) a customer generates across their entire relationship with your store.
RFM analysis
RFM (Recency, Frequency, Monetary) scores customers on how recently and often they buy and how much they spend, to segment them for marketing.