Repeat Purchase Rate tracks how many customers from a cohort return to buy again, a clear signal of loyalty and product-market fit. Watched cohort by cohort, it shows whether recent changes are making buyers stickier over time. Strong repeat rates lower your reliance on paid acquisition, since returning buyers cost nothing to bring back.
Repeat Purchase Rate
The share of customers in a cohort who buy again.
What it is
Formula
Repeat Purchase Rate = (Customers with Multiple Purchases ÷ Total Customers) × 100%