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.

Worth your time

SaaS Metrics 2.0: Detailed Definitions For Entrepreneurs · guide Repeat Purchase Rate is defined precisely in David Skok's reference on SaaS metrics, with the formula and the mistakes to avoid. Open forentrepreneurs.com →

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Go deeper

See how founders actually handle this on Money, pricing and metrics, part of the Starting Up hub.

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