Repeat Purchase Rate
The share of customers who buy again within a period, a measure of loyalty and habit in e-commerce and consumer businesses.
Why it matters
Repeat purchases are where D2C economics are won: acquiring a customer once and selling to them many times is what makes the CAC pay off. A low repeat rate means you are stuck on an expensive acquisition treadmill.
For example
Of customers who bought once, 40 percent buy again within 90 days, a repeat purchase rate that makes the acquisition spend pay off.
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Also in Starting Up
See how founders actually handle this on Money, pricing and metrics, part of the Starting Up hub.
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