Glossary · Customer Satisfaction
Repeat Purchase Rate
The share of customers who come back and buy again. Retention in transactional businesses.
Repeat Purchase Rate in Practice
Calculation
RPR = (Customers with 2+ purchases / Total customers) × 100%
RPR is most useful when segmented: by acquisition channel, first product purchased, or first-purchase CSAT. The segments that drive high RPR tell you where to invest acquisition budget.
For SaaS and subscription businesses, RPR is a blunt instrument. Use Expansion Rate or NRR instead to capture the real dynamics of recurring revenue.
Frequently Asked Questions
It varies by category. For e-commerce, 20-40% within 12 months is typical, 50%+ is exceptional. For consumables (beauty, food, pet), 60%+ is expected. For durable goods, the timeframe matters more than the rate.
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