What is Repeat Purchase Rate (RPR)?

Repeat Purchase Rate is the percentage of your total customer base that has made more than one purchase from your brand over a specific period.

How do you calculate Repeat Purchase Rate?

RPR = (Number of Repeat Customers / Total Number of Unique Customers) × 100.

What is a good Repeat Purchase Rate for ecommerce?

A "good" rate depends on your industry. Fashion often sees 20-30%, mientras that consumables like coffee or supplements should aim for 40-60% or higher.

Why is RPR important for D2C?

High RPR means you are building a loyal base and reducing your reliance on expensive new customer acquisition, leading to much higher profitability.

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Repeat Purchase Rate Calculator

Measure customer loyalty by tracking the percentage of customers who buy more than once.

Customer Data

Enter your customer counts for a specific time period.