Collect the matching inputs.
Group customers by first purchase date and allow the same follow-up period for everyone. Exclude duplicate or replacement orders and resolve guest identities consistently.
← All ecommerce KPIs
Customer loyalty · RPRRepeat purchase rate.
Repeat purchase rate.
Give the first order a second chapter.
Cohort repeat purchase rate is the percentage of newly acquired customers who place another valid order within a specified time after their first purchase.
Start with your numbers.
RPR calculator
01 / The definitionWhat is
What is
repeat purchase rate?
Cohort repeat purchase rate is the percentage of newly acquired customers who place another valid order within a specified time after their first purchase.
A storewide share of buyers with two lifetime orders is not the same as a fixed-horizon cohort repeat rate. New cohorts need time to mature.
02 / The measurementA clear formula.
A clear formula.
A useful comparison.
RPR =Cohort customers with a repeat purchase ÷ Customers in the original cohort × 100
Read the result in context.
Compare equal-age cohorts by first product and acquisition channel. Replenishable products and durable goods have different natural repeat cycles.
Document the comparison.
Keep the reporting dates, population, exclusions and calculation with every result. Show underlying counts as well as the average or rate, so a small sample does not look more conclusive than it is.
Illustrative example
From inputs to insight.
- Cohort customers with a repeat purchase
- 180
- Customers in the original cohort
- 600
- RPR
- 30%
30% repeated within the chosen horizon, such as 90 days. The denominator includes people who never bought again.
Try your numbers ↑03 / Industry benchmarksContext first.
Context first.
Targets second.
Compare equal-age cohorts by first product and acquisition channel. Replenishable products and durable goods have different natural repeat cycles.
We have not verified a public industry benchmark that matches the exact definition used on this page. A precise-looking generic range would hide important differences between businesses.
Build your own benchmark
Start with a comparable baseline.
01
Match the population.
Choose the category, channel or customer cohort you can compare consistently.
02
Let the data mature.
Use complete periods and allow the purchase, attribution or returns window in your definition to close.
03
Test a specific opportunity.
Set a target from your economics and observed variation. Keep conversion and contribution in view.
04 / Clerk customer evidenceReal stories.
Real stories.
Clear measurement limits.
These examples show the reported outcome or a related use case. Read each evidence label before comparing it with your KPI.
Related customer-engagement example
Barefoot Junkie
The case describes welcome and win-back journeys. It does not publish a quantified result for this KPI.
Read the customer story ↗Customer stories describe individual implementations. They are not industry benchmarks, guarantees or standardized causal tests.
05 / Put it into practice
Give the first order a second chapter.
Time replenishment messages to realistic product usage and suggest complementary products when another copy is unlikely to be useful.
06 / Common questionsA little more
A little more
clarity.
How do I calculate repeat purchase rate?
Cohort customers with a repeat purchase ÷ Customers in the original cohort × 100. 30% repeated within the chosen horizon, such as 90 days. The denominator includes people who never bought again.
What should I check before comparing results?
A storewide share of buyers with two lifetime orders is not the same as a fixed-horizon cohort repeat rate. New cohorts need time to mature.
What is a good repeat purchase rate?
Compare equal-age cohorts by first product and acquisition channel. Replenishable products and durable goods have different natural repeat cycles.
Does a higher attributed result prove incremental growth?
No. Attribution connects an interaction with an outcome under a reporting rule. To estimate what a change added, compare randomly assigned treatment and control groups using the same eligible population and a predefined measurement window.
Keep learning
Connect the numbers.
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