Repeat Purchase Rate Calculator
See what share of your customers bought more than once, and track it against your own history over time.
Your numbers
Leave at 0 to skip the comparison.
Your result · updates as you type
Repeat purchase rate
34%
816 of 2,400 customers ordered more than once. That's up 4% on last period's 30%.
- One-time customers
- 1,584
- Repeat customers
- 816
- Change vs. last period
- +4%
There's no fixed "good" repeat purchase rate: it depends heavily on your category (a mattress and a coffee subscription have very different natural repeat cycles). Track your own trend over time rather than chasing a number from another store's category. On Shopify, the Returning customers and New vs returning customers reports (Analytics → Reports) show the same split without a CSV export.
Breakdown
- Customers in the period
- 2,400
- One-time customers
- 1,584
- Repeat customers (2+ orders)
- 816
- Repeat purchase rate
- 34%
The formula
Example: the default numbers
- Customers in the period
- 2,400
- Repeat customers (2+ orders)
- 816
- Previous period's rate
- 30%
Repeat purchase rate is 816 ÷ 2,400 = 34%, up 4 percentage points on last period's 30%.
Why there's no benchmark field here
Repeat purchase rate depends heavily on your category. A mattress and a coffee subscription have completely different natural reorder cycles, so a single "good" number across all of ecommerce isn't meaningful. Track your own trend over time, ideally by acquisition channel and first product bought, rather than chasing a figure from a different kind of store.
- 01
Shopify
Analytics → Reports has both Returning customers and New vs returning customers reports, which show the same split without exporting a CSV.
- 02
WooCommerce
Analytics → Customers lists each customer's order count, from which you can filter for 2 or more.
Questions people ask
What's a good repeat purchase rate?
There's no fixed benchmark: it depends heavily on your category and how often people naturally need to reorder. Track your own trend and compare periods, rather than another store's number.
How is repeat purchase rate different from customer retention rate?
Repeat purchase rate is a snapshot: what share of customers bought more than once, ever, in the period. Retention rate specifically measures whether customers who existed at the start of a period were still buying at the end.
Does a one-time promotional buyer count as a repeat customer?
Only if they place a second order. The calculator counts orders, not intent, so a customer who bought once during a big sale and never returned counts as one-time.
How do I raise my repeat purchase rate?
Post-purchase email flows, a loyalty program, and simply having a product people reliably need again are the usual levers. See the loyalty program ROI calculator to check whether a program pays for itself.
Related tools
Want this builtinto your store?
I'm Emmanuel, a Shopify and WooCommerce developer. If this tool pointed at something you'd rather have fixed for you (a faster store, cleaner product data, a migration, a custom feature), send me a note.
Emmanuel Asika
Shopify & WooCommerce developer, Dublin
I build and fix online stores: new builds, migrations, speed, SEO and the custom bits apps can't do.
Last reviewed 30 September 2026.
Sources: Shopify Help Center: Behaviour reports (Reports and analytics)