KnowledgeE-commerce / Metric explained
Repeat Purchase Rate
Repeat buyer rate · The share of customers who buy more than once.
The metric, at your level
Understand Repeat buyer rate in context.
Simply explained explanation
The share of customers who buy more than once.
Professional explanation
Percentage of a defined customer cohort placing two or more orders within the observed horizon.
Analytical explanation
Use cohorts by first purchase month, channel and category. Compare mature cohorts to avoid penalizing recent acquisitions.
Technical explanation
Distinct customers with ≥2 orders / distinct purchasing customers × 100, within the selected observation policy. Identity stitching is essential.
Four complementary explanations — choose your level. Technical definitions are platform-specific where noted.
Calculation / definition(Customers with ≥2 orders ÷ purchasing customers) × 100
↗ How to use it
Read beside CAC and repeat order contribution.
⚠ Common interpretation mistake
Recent cohorts have not had enough time to return.
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