Digital marketing term
Repeat Purchase Rate
Repeat Purchase Rate measures the share of customers who have previously purchased from a brand at least once and go on to make another purchase within a given period.
Detailed explanation
This rate is calculated by dividing the number of customers with more than one order by the total number of customers, and it typically varies widely by industry; it's expected to run high for subscriptions and consumable products.
A high rate signals that product quality and customer experience are satisfying; a low rate can point to a problem with product-market fit or the post-purchase experience.
Loyalty programs, personalized email campaigns, and well-timed reminders are frequently used to increase this metric; an increase directly benefits both LTV and churn rate.
Frequently asked questions
- How is repeat purchase rate increased?
- Loyalty programs, personalized campaigns, and well-timed reminder emails raise the repeat purchase rate.
- In which industries is this metric especially critical?
- It's especially critical for consumable products, subscription services, and frequently purchased e-commerce categories.
Related terms
Internal links for the topic cluster — read these concepts together.
- LTV (Customer Lifetime Value)LTV is the estimated total revenue a customer will generate for a company over the course of their relationship with the brand; it's a core metric for evaluating long-term marketing return.
- Churn RateChurn Rate is the metric that expresses the percentage of customers who stop using a brand's service or product within a given period; it's a critical indicator of sustainable growth in subscription-based businesses.
- Drip CampaignA Drip Campaign is a marketing automation consisting of a series of emails or messages sent automatically at predefined time intervals after a user completes a specific action, such as signing up or purchasing.
- SegmentationSegmentation is the approach of dividing a target audience into smaller, more homogeneous groups based on shared demographic, behavioral, or interest-based traits.