Data4Sales

Retention

What is the repeat purchase rate?

Percentage of customers who made more than one purchase at your store within a given period, out of the total number of customers who made a purchase.

The repeat purchase rate measures what percentage of your customers made at least one repeat purchase. It distinguishes between those who tried your product but didn't return (the "One-Timers") and those who made repeat purchases.

It's one of the simplest metrics for determining whether your business builds relationships or just makes transactions.

Why does it matter?

If most of your customers make only one purchase, each sale depends on bringing in a new customer. Increasing the repeat purchase rate makes your sales more stable and helps you get more out of your customer acquisition investment.

It also tells you where to focus your efforts. A low rate usually indicates that the problem lies in the first-purchase experience or in the follow-up, and the second purchase is where this is most evident.

How is it calculated?

Formula: (customers with two or more purchases during the period ÷ total number of customers with at least one purchase during the period) × 100.

For example, if 5,000 customers made a purchase during the year and 1,500 of them made two or more purchases, the repeat purchase rate is (1,500 ÷ 5,000) × 100 = 30%.

Story mode

Lucia notices that most customers at her online sports store make only one purchase. She reviews the customer journey and discovers that, after the first order, she only sends a shipping confirmation.

Set up a post-purchase workflow: one message with usage tips, another asking for their feedback, and a personalized recommendation a few weeks later. More customers will make repeat purchases.

How to Use It with Data4Sales

With Data4Sales, you can measure repeat purchases based on actual customers—not one-time orders—thanks to Identity Resolution, which merges duplicate records. Plus:

See how many customers move from "One-Timer" to "Repeat Customer" in the customer lifecycle.
Set up post-purchase and repurchase workflows via WhatsApp, email, or SMS.
You recommend products based on product affinity.
Ask Orbis Copilot how this metric is trending by channel or by category.

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