Repeat Customer Rate and Purchase Frequency Calculator

How it works

Repeat customer rate = customers with 2+ orders ÷ total customers × 100 · Purchase frequency = orders ÷ customers · AOV = revenue ÷ orders · Revenue per customer = revenue ÷ customers = AOV × purchase frequency · Orders from repeat customers = orders − one-time customers

Repeat customer rate (also called repeat purchase rate) is the share of buyers in a period who ordered more than once. Together with purchase frequency and average order value it explains revenue per customer, the building block of customer lifetime value. It differs from retention rate, which tracks whether customers from an earlier period are still buying in a later one. Use a period long enough for your natural buying cycle — a year for most stores, a quarter for consumables.

Worked example

Of 2,000 customers this year, 560 ordered twice or more, so the repeat customer rate is 560 ÷ 2,000 = 28.00%. They placed 3,100 orders worth $186,000: purchase frequency is 1.55, average order value $60.00 and revenue per customer $93.00. The 560 repeat buyers placed 1,660 orders (2.96 each), 53.55% of all orders.

Sources: Shopify — Repeat customer rate · Wikipedia — Customer lifetime value

Frequently asked questions