Repeat Purchase Rate Calculator
What % of customers buy from you again? The retention metric that quietly determines LTV.
| Uplift | New RPR | Extra repeat orders | Extra revenue |
|---|---|---|---|
| +1 pp | 24.2% | 25 | +$1,950 |
| +2 pp | 25.2% | 50 | +$3,900 |
| +5 pp | 28.2% | 125 | +$9,750 |
| +10 pp | 33.2% | 250 | +$19,500 |
| Apparel | 20–30% |
| Beauty & Skincare | 30–45% |
| Supplements / Health | 40–60% |
| Food & Beverage | 35–55% |
| Pet | 45–65% |
| Home Goods | 15–25% |
About this tool
Repeat purchase rate (RPR) is the most underrated D2C KPI. A 5pp improvement in RPR is usually worth more than a 5pp improvement in conversion rate. Compute it for a period, benchmark against your category, and model what a small uplift would do to revenue.
Why RPR moves more than CR
A 1 pp lift in conversion rate is roughly a 40% lift in revenue. A 1 pp lift in repeat purchase rate, layered over time, compounds into far more. Repeat customers buy more per order, refer more, and cost essentially nothing to acquire — the math beats CR uplift in every sustained model.
Top RPR levers
- • Post-purchase email flow with a tailored cross-sell (day 14)
- • Replenishment reminder timed to product consumption rate
- • Loyalty/points programme — bias toward time-bound expiry
- • Bring-back offers triggered at customer's churn risk window
- • Subscription option on consumables (one-click switch from one-time)
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