E-commerce Glossary

Repeat Purchase Rate

Percentage of customers who make at least a second purchase after their first order.

The repeat purchase rate measures the proportion of customers who return to order after their first purchase. It is a fundamental indicator of loyalty and customer experience quality.

Calculation: Repeat Purchase Rate = Customers with 2+ orders / Total customers x 100.

The e-commerce average is 25-30%. Top-performing stores reach 40-50%. A high repeat purchase rate means your customers are satisfied and your LTV is growing.

The repeat purchase rate is closely linked to purchase frequency and churn rate. Improving the repeat purchase rate by 10 points can double your net profit because existing customers cost 5 to 7 times less to convert than new ones.

Fullmetrix calculates the repeat purchase rate by cohort, by acquisition source, and by RFM segment to identify the most effective retention levers.

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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