Repeat Purchase Rate Calculator
Calculate your repeat purchase rate, then simulate the revenue impact: retention is the cheapest revenue you have, and small gains compound because repeat orders carry no new acquisition cost.
Enter your numbers
Customers in the period
Use the same window for both — e.g. all customers who bought in the last 12 months, and how many of them placed 2+ orders.
Optional — unlock the revenue-impact simulator
AOV, contribution margin, and orders per year let the simulator translate an up-to-5pp repeat-rate lift into annual contribution dollars.
Your result
Repeat purchase rate
25.0%
Customers with 2+ orders ÷ total customers
Repeat customers
1,050
Shopify baseline
~27%
Contribution / yr now
$72,576.00
Contribution / yr at 30.0% repeat
$87,091.20
Revenue-impact simulator
+5.0pp repeat rate adds ~$14,515.20 in contribution per year
From the same customer base — no extra acquisition spend
Your repeat purchase rate of 25.0% is around the ~27% Shopify baseline (directional and category-dependent). Nudging it up compounds fast, because repeat orders carry no new acquisition cost.
Each repeat customer is worth about $69.12 in contribution per year at these inputs.
Quick check
Raising your repeat purchase rate by +5.0pp (from 25.0% to 30.0%) would add roughly 14515 in contribution per year (in your currency) from this same customer base — no extra acquisition spend.
Want repeat purchase rate tracked on real order history?
Daymark reads your Shopify order history to track repeat purchase rate, cohort retention, and the contribution each cohort adds — in plain English, no SQL.
See how Daymark tracks this live →What Is Repeat Purchase Rate?
Repeat purchase rate (RPR) is the share of your customers who bought again — placed a second order or more within a period.
Repeat purchase rate = Customers with 2+ orders / Total customers
If 4,200 customers bought in the last year and 1,050 of them placed two or more orders, your repeat purchase rate is 25%. It's the simplest read on whether people come back, and it sits upstream of almost every retention metric: LTV, cohort retention, and payback all improve when RPR rises. For definitions and cohort methods, see the repeat purchase rate metric page and the D2C retention playbook.
How This Calculator Works
Enter total customers and how many placed 2+ orders in the same window, and you get your repeat purchase rate instantly. Then add the optional economics — AOV, contribution margin %, and orders per year for a repeat customer — and the revenue-impact simulator turns a retention gain into money:
Annual contribution per repeat customer = AOV × Contribution margin × Orders per year
The simulator computes what you earn from repeat customers now, then what you'd earn if the same customer base had a repeat rate 5 percentage points higher. The difference is the contribution a +5pp lift adds per year — with no extra acquisition spend, because these are customers you already paid to acquire.
Why Retention Is the Cheapest Revenue
| New customer | Repeat customer | |
|---|---|---|
| Acquisition cost | Full CAC | Already paid |
| Margin on the order | After CAC | Nearly full contribution |
| Cost to reach again | — | Email / SMS flow |
A repeat order carries no new acquisition cost, so almost all of its contribution margin drops to profit. That's why a small RPR gain compounds: it multiplies across every repeat customer, every year, for free relative to buying growth through ads.
Worked Example
A coffee brand has 4,200 customers over 12 months; 1,050 placed 2+ orders. AOV is $72, contribution margin 40%, and a repeat customer orders 2.4 times a year.
| Input | Value |
|---|---|
| Total customers | 4,200 |
| Repeat customers | 1,050 |
| Repeat purchase rate | 25.0% |
| Annual contribution / repeat customer | $72 × 40% × 2.4 = $69.12 |
| Contribution / year now | 1,050 × $69.12 = $72,576 |
| Repeat customers at +5pp | 1,260 |
| Contribution / year at +5pp | 1,260 × $69.12 = $87,091 |
| Added contribution from +5pp | ~$14,515 / year |
The store's 25% RPR sits just under the ~27% Shopify baseline (directional and category-dependent). Moving it to 30% — 210 more repeat customers from the same base — adds about $14,500 in contribution a year without spending a dollar more on acquisition. That's the compounding case for post-purchase flows, subscriptions, and replenishment reminders.
When Repeat Purchase Rate Misleads
- The 27% baseline is directional. Consumables and coffee run far higher; considered, one-time purchases (mattresses, furniture) run much lower. Judge RPR against your category and your own trend, not a single number.
- Window length changes the number. A 12-month window shows a higher RPR than a 90-day one simply because customers have more time to return. Keep the window fixed when comparing periods.
- New-customer surges depress it. A big acquisition month floods the denominator with first-time buyers who haven't had time to reorder, pulling RPR down even if retention is healthy. Cohort analysis fixes this.
- RPR isn't frequency. Two brands at 30% RPR can have very different economics if one's repeat customers buy twice a year and the other's buy six times. Pair RPR with orders per year and LTV:CAC.
Use repeat purchase rate as the headline retention read and the simulator to size the prize, then cohort retention to see which acquisition sources and months actually produce repeat buyers.
Frequently asked questions
What is repeat purchase rate?
Repeat purchase rate (RPR) is the share of your customers who have placed more than one order. It's a customer-level measure of loyalty: of everyone who bought in a period, what percentage came back for at least a second order. It's one of the clearest early signals of whether a D2C brand has real retention or is just renting revenue from ads.
How do you calculate repeat purchase rate?
Repeat Purchase Rate = (Customers with 2+ orders ÷ Total customers) × 100. If 1,000 customers bought in a period and 270 of them placed a second order, your RPR is 27%. Fix the time window so it's consistent — measuring over 90 days versus 12 months gives very different numbers for the same store.
What is a good repeat purchase rate for a Shopify store?
Around 27% is a commonly cited Shopify baseline, and many healthy stores run 20–40%. But it's highly category-dependent: consumables like supplements, coffee, and skincare should run much higher, while big-ticket durables and one-time purchases run far lower. Treat any benchmark as directional and watch your own trend over time.
What's the difference between repeat purchase rate and repeat customer rate?
They're usually the same idea measured at the customer level — the share of customers who ordered more than once. Be careful not to confuse it with an order-level metric like the percentage of orders that came from returning customers. The customer-level view answers 'do people come back'; the order-level view answers 'how much revenue is repeat', and they can differ a lot.
How does repeat purchase rate affect LTV?
Directly. LTV is driven by how many times a customer buys and at what margin, so a higher repeat purchase rate lifts LTV and improves your LTV:CAC ratio and payback period. A brand can't fix a broken CAC by acquiring more — it fixes it by getting more customers to buy again, which is why RPR is a leading indicator of profitability.
How much revenue does a 5-point increase in repeat purchase rate add?
It depends on your customer count, AOV, and margin, which is what this calculator's revenue-impact simulator estimates. As a rule of thumb, because repeat orders carry little to no acquisition cost, moving RPR up a few points usually adds high-margin contribution that compounds — often more efficiently than an equivalent increase in ad spend.
Over what time period should I measure repeat purchase rate?
Pick a window that matches your product's natural purchase cycle. Fast-consumable brands often use 30–90 days; considered or seasonal purchases need 6–12 months to give repeat behavior time to show up. Whatever you choose, keep it consistent period over period so the trend is meaningful.
More Free Tools for You
LTV:CAC Calculator
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Blended CAC Calculator
Calculate true blended CAC across all channels and first-order profitability.
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Contribution Margin Calculator
See how much each order contributes toward profit before fixed costs.
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Track repeat purchase rate with live store data
Daymark connects your Shopify store so repeat purchase rate, cohorts, and LTV update automatically — and you can ask what's driving retention in plain English.