Repeat-purchase benchmark: below 20% weak, 20–40% average, 40–60% strong, and 60%+ excellent.
How to use this Customer Repeat Purchase Calculator
Enter your ecommerce inputs and compare the calculated result with your target. Use conservative assumptions for fees, refunds, shipping, and demand.
Formula
Repeat Purchase Rate = Repeat Customers ÷ Total Customers × 100
Repeat purchase rate measures retention strength. It is especially important for consumables, subscriptions, apparel, and replenishment categories.
For cleaner decisions, combine this calculator with profit, conversion, return, inventory, or repeat purchase metrics from the related tools below.
Repeat purchase benchmark
Loyalty Score: below 20% is weak, 20%–40% is average, 40%–60% is strong, and 60%+ is excellent. Use this with AOV and repeat orders to estimate retention revenue.
FAQ
What does this calculator estimate?
Measure repeat purchase rate, returning customer revenue, and retention opportunity.
What formula does it use?
Repeat Purchase Rate = Repeat Customers ÷ Total Customers × 100
Is this exact accounting?
No. This calculator is for planning and decision support. Your actual accounting may include taxes, refunds, chargebacks, fixed costs, and timing differences.
What should I do after calculating this?
Use the result to test pricing, shipping policy, ad spend, discounting, inventory, and retention assumptions before making operational changes.