What is Repeat Purchase Rate, and how do you calculate it?
In short – Percentage of customers who make more than one purchase. A key marketplace metrics you should track.
Repeat Purchase Rate Formula
Repeat Purchase Rate = (Customers with Multiple Purchases ÷ Total Customers) × 100%
Repeat Purchase Rate reflects customer loyalty and satisfaction. A higher rate indicates that customers are returning to make additional purchases.
This metric helps in assessing the success of customer retention strategies and the overall health of the customer base. This metric helps businesses understand key operational efficiencies, areas for improvement, and strategic opportunities to drive growth and user engagement. This metric provides deep insights into business performance, helping to identify trends, optimize strategies, and improve overall marketplace efficiency.
How can you find your Repeat Purchase Rate?
You should generally be able to calculate your Repeat Purchase Rate with tools you already posess. If that's not the case, signing up for an analytics tool may make sense.
Among others, twosided is one of the tools you could consider. Out-of-the-box, you'll get over two dozens marketplace KPIs and detailed tracking for your supply, demand and other factors that determine marketplace health.
Explore other metrics
Net Promoter Score (NPS)
A measure of customer loyalty and satisfaction based on user feedback.
Average Order Value (AOV)
The average value of orders placed on the platform.
Supplier Lifetime Value (SLV)
The projected revenue generated by a supplier over their tenure on the platform.
Repeat Purchase Ratio
The proportion of customers who make repeat purchases over a given period.
Customer Lifetime Value (CLV)
The projected revenue a customer will generate during their relationship with the business.