Repeat purchase rate
Repeat purchase rate is the share of your customers who buy from you more than once over a period. You calculate it as customers with two or more orders divided by total customers, times 100. It measures whether a first order turns into a lasting habit rather than a one-off.
Repeat purchase rate is the share of your customers who buy from you more than once over a period. You calculate it as customers with two or more orders divided by total customers, times 100. It measures whether a first order turns into a lasting habit rather than a one-off.
Acquisition gets the first order. Repeat purchase rate tells you whether the product, the unboxing, and the follow-up were good enough to earn the second. Because a returning customer costs nothing to re-acquire, a small lift here usually does more for profit than the same effort spent chasing new traffic.
It is closely tied to retention but framed for a store: retention often tracks a cohort over time, while repeat purchase rate is the plain count of who came back. Read it alongside average order value and order frequency, since a brand can have a modest repeat rate yet strong revenue if returning buyers spend more each time.
What moves it is rarely a discount alone. Product quality, delivery that arrives when promised, a clear reason to reorder, and content that keeps the brand in mind all feed the number. The honest read is your own trend across months, not a single figure compared to another store.
On beyondRegular
For an Indian D2C brand, the repeat order is where margin lives, since the first sale often goes to ads, COD handling, and shipping. Shoppable video helps by giving returning shoppers a reason to come back: a how-to-style clip for the product they bought, a new-arrivals reel, or a refill reminder embedded on the page. On beyondRegular you can re-use reels you already posted, tag the next product in the routine, and turn a one-time buyer into a habit without a fresh ad spend.
Common questions
What is the difference between repeat purchase rate and retention rate?
They overlap but answer slightly different questions. Repeat purchase rate is the plain share of customers who bought more than once. Retention rate usually tracks a specific cohort and asks how many are still active after a set window, like ninety days. Use repeat purchase rate for a quick read on loyalty, and cohort retention when you want to see how that loyalty holds over time.
Does a high repeat purchase rate always mean a healthy store?
Not on its own. A high rate is good, but you have to read it with order value and margin. A brand selling a low-cost consumable can show a strong repeat rate while still struggling if each reorder is tiny or discounted to the bone. Look at repeat purchase rate, average order value, and your delivery costs together before calling the store healthy.