Repeat purchase rate is the share of customers who buy more than once — a direct read on loyalty and the foundation of lifetime value. Repeat customers over total customers.
The example
180 repeat of 600 customers.
| A | B | |
|---|---|---|
| 1 | Item | Value |
| 2 | Repeat (2+) | 180 |
| 3 | Total | 600 → 30% |
The formula
The formula:
How it works
How it works:
- Count customers with 2 or more orders —
COUNTIF(order_counts, ">=2"). - Divide by total customers for the repeat purchase rate.
- A higher rate means stronger loyalty and a higher CLV.
- The flip side is first-time-only share — the customers you haven’t yet retained.
Repeat rate feeds CLV directly. A higher repeat rate raises both purchase frequency and lifespan, compounding lifetime value. It’s usually far cheaper to lift repeat rate (email, loyalty, post-purchase flows) than to acquire new customers — which is why mature stores obsess over it.
Try it: interactive demo
Repeat and total customers.
Variations
Count repeat (COUNTIF)
2+ orders:
First-time only
The flip side:
Orders per customer
Average frequency:
Pitfalls & errors
Define the window. “Repeat ever” vs “repeat this year” differ — pick one.
Customers, not orders. The base is unique customers.
Zero customers. No customers gives #DIV/0!.
Practice workbook
Frequently asked questions
How do I calculate repeat purchase rate in Excel?
What's a good repeat rate?
Why does repeat rate matter?
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