E-commerce Glossary

Repeat Purchase Rate

Percentage of customers who make more than one purchase.

Repeat Purchase Rate measures transactional loyalty. Formula: RPR = Customers with 2+ Orders / Total Customers x 100. An RPR of 35% means one-third of your customers come back to buy again. In e-commerce, an RPR between 25% and 40% is good. Increasing RPR reduces dependence on paid acquisition and dramatically improves the average LTV of your customer base.

Related terms

AOV (Average Order Value)Average amount spent per order in your store.See definition ARPU (Average Revenue Per User)Average revenue generated per user over a given period.See definition Blended CACAverage acquisition cost including all marketing channels.See definition Blended ROASOverall return on all advertising spend combined.See definition CAC (Customer Acquisition Cost)Total cost to acquire a new customer.See definition Churn RatePercentage of customers lost over a given period.See definition

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