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Two hundred forty repeat buyers among eight hundred customers
Eight hundred customers bought in the period. Two hundred forty of them bought more than once. Revenue is 120,000, and 54,000 of that came from the repeat buyers.
Customers in the period: 25% lower
Change customers in the period to 600 customers while keeping the other example values the same.
Customers in the period: 25% higher
Change customers in the period to 1,000 customers while keeping the other example values the same.
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Quick answer
What does the Repeat purchase rate calculate?
What share of customers bought again in this period? This calculator uses customers in the period, customers who bought again, revenue in the period, and revenue from repeat customers to estimate customers who bought again immediately in your browser.
With the values currently entered, the result is 30% — of customers bought again. It also shows one-time customers, repeat revenue share, repeat revenue, and other revenue.
How to use the Repeat purchase rate
- Replace the example values with your own numbers.
- Review the result and supporting figures as they update automatically.
- Check the formula and assumptions before using the estimate for a decision.
Inputs used
- Customers in the period — entered in customers
- Customers who bought again — entered in customers
- Revenue in the period
- Revenue from repeat customers
Repeat purchase rate formula
Repeat purchase rate = repeat customers ÷ customers. Repeat revenue share = repeat revenue ÷ revenue.
Assumptions
- SBA lists repeat customers, and the share of sales from existing customers, as numbers worth tracking. A repeat customer bought more than once in this period.
- Count each customer once. Cash and credit sales can sit in the same revenue if that is the book you are reading.
Verify the inputs
Authoritative sources
These sources explain the definitions, factors, or rules behind this tool. Their geographic scope is shown because an official source for one country is not automatically valid somewhere else.
Lists repeat customers, and the percent of sales from new customers versus existing customers, among the numbers a small business can track.
Marketing and salesUS Small Business AdministrationScope: US small-business planning; method is generalTells you to set marketing and sales goals, including a sales increase, and to compare marketing and sales costs with the revenue those efforts generate.
Sources do not endorse Calculum. Check the source date, scope, and your own documents before making a financial, tax, insurance, or reporting decision.
Practical guide
Repeat purchase rate example and edge cases
SBA lists repeat customers, and the share of sales from existing customers, among the numbers worth tracking. Repeat purchase rate is customers who bought again divided by customers in the period. The revenue line uses the same split on dollars.
Example: Two hundred forty repeat buyers among eight hundred customers
Eight hundred customers bought in the period. Two hundred forty of them bought more than once. Revenue is 120,000, and 54,000 of that came from the repeat buyers.
- Customers in the period
- 800 customers
- Customers who bought again
- 240 customers
- Revenue in the period
- 120,000
- Revenue from repeat customers
- 54,000
Calculated result30%of customers bought again
The repeat purchase rate is 30 percent. Repeat buyers brought 45 percent of revenue. One-time customers are the other 560. Customers lost in a period are the churn calculator.
Example results use the default display profile. The calculator above follows your selected country and units.
How to read the result
- Read the customer rate first. Then check the revenue share. A 30 percent repeat rate can still bring most of the dollars, or very few.
- Count a person once. Two orders from the same customer are one repeat customer, not two customers.
Edge cases worth checking
A second order in the period was counted as a new customer
That inflates the customer total and hides the repeat. Keep one row per customer, then mark who bought again.
Wholesale invoices sit in the shop revenue
A few large wholesale accounts can lift the repeat revenue share. Split the channel if you want the retail repeat rate on its own.
What changes the result most
Customers in the period
Keep customers in the period on the same time basis as the other inputs. Monthly and annual values are easy to mix up.
Customers who bought again
Measure customers who bought again with the same unit shown beside the input. Convert first if your source uses another unit.
Revenue in the period
Use a current amount for revenue in the period. Include fees or recurring costs that belong in the same figure.
Try a different scenario
Small changes show whether the answer is stable or sensitive.
Customers in the period: 25% lower
600 customers40%of customers bought again
Customers in the period: 25% higher
1,000 customers24%of customers bought again
Customers who bought again: 25% higher
300 customers37.5%of customers bought again
Common mistakes
Check customers in the period
SBA lists repeat customers, and the share of sales from existing customers, as numbers worth tracking. A repeat customer bought more than once in this period. Make sure this matches the number you enter.
Keep revenue from repeat customers consistent
Count each customer once. Cash and credit sales can sit in the same revenue if that is the book you are reading. Use the same units and time period throughout the calculation.
Do not rely on one repeat purchase rate scenario
Run a cautious case and an optimistic case. The range is often more useful than one exact-looking number.
Use this result well
What share of customers bought again in this period?
It does not replace a quote, contract, accountant, or local employment guidance.