Repeat purchase rate measures the percentage of customers who return to buy again after their first purchase. It's calculated as: (Customers with 2+ purchases / Total Customers) × 100. This metric indicates product satisfaction, brand loyalty, and business sustainability.
Repeat purchase rate varies dramatically by category. Consumables like skincare and supplements naturally drive repeat purchases, while furniture or luggage brands see lower rates. Comparing to category benchmarks reveals relative performance.
Improving repeat purchase rate involves understanding why first-time buyers don't return (product issues, forgetting the brand, competition) and addressing those barriers through remarketing, loyalty programs, subscription offers, and product quality improvements.