Definition The percentage of customers who have bought more than once.
Example 300 repeat buyers out of 1,200 customers gives a repeat purchase rate of 25%.
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Why it matters Repeat customers are usually cheaper to keep than new ones are to win.
Where it is used E-commerce and loyalty programme reports.
How to calculate it Customers with two or more purchases ÷ total customers × 100
Worked example 300 repeat buyers out of 1,200 customers gives a repeat purchase rate of 25%.
