Business
Repeat Purchase Rate Calculator
Calculate the percentage of customers who made more than one purchase in the selected period or cohort.
- Free to use
- Runs in your browser
- Level B · Industry formula
- Last reviewed 2026-08-16
Calculator guide
How to use the Repeat Purchase Rate Calculator
Calculate the percentage of customers who made more than one purchase in the selected period or cohort. Enter the requested values and select Calculate. The result and supporting values are produced locally in your browser.
Formula
Worked example
450 repeat customers out of 1,500 total customers gives a 30% repeat purchase rate.
What to keep in mind
- Define the observation period and what counts as a repeat purchase before comparing periods.
- This metric differs from retention rate because a retained customer may not necessarily make another purchase in the measured period.
Methodology
This calculator uses deterministic arithmetic and performs the calculation locally in your browser. Verify assumptions, units, and source values for your specific use case.
Review standard: Level B · Industry formula. How calculator reviews work.
Frequently asked questions
What does this calculator calculate?
Calculate the percentage of customers who made more than one purchase in the selected period or cohort.
How is the result calculated?
Repeat Purchase Rate = Repeat Customers ÷ Total Customers × 100.
Can I use the result for an important decision?
Use the result as a calculation aid and verify the inputs, assumptions, and applicable professional or regulatory requirements before relying on it for an important decision.
Does CalculateMeasure store the values I enter?
The calculator performs its arithmetic in your browser. The calculator itself does not need to send your entered values to a server to produce the result.