Repeat Purchase Rate
Definition
Repeat purchase rate is the percentage of customers who come back and buy from your store more than once.
It shows how well you retain customers and build loyalty over time.
Good or Bad?
Good if the rate is growing or stays consistently high
Bad if most customers buy once and never return
Why does it matter?
It’s usually cheaper to retain a customer than to acquire a new one. A high repeat purchase rate means your customers are satisfied and trust your products.
This leads to better lifetime value and more stable revenue.
Common Mistakes
- Only focusing on new customers
- Not tracking returning buyers separately
- Ignoring post-purchase communication
- Offering no incentives to buy again
How to Improve It?
- Use loyalty programs or discount codes for second purchases
- Send timely follow-up emails and product suggestions
- Make reordering easy with a saved purchase history
- Offer subscriptions or bundles that encourage repeat buying
Recommended Plugin
Loyalty Program for WooCommerce
This plugin helps you build a points-based rewards system to encourage repeat purchases.
You can offer points for buying, reviewing, or referring others and set custom redemption rules.
Real-World Example
If 200 out of 1,000 customers placed more than one order in a month, your repeat purchase rate is 20 percent.
Tracking this rate regularly shows how effective your customer retention efforts are.
Related Terms
- Customer Lifetime Value
- Purchase Frequency
- Loyalty Program
- Retention Rate
FAQs
What is a good repeat purchase rate?
For most eCommerce stores, 20 to 30 percent is a solid benchmark.
How is repeat purchase rate different from customer retention?
Repeat purchase rate focuses on buying behavior, while retention is broader and includes engagement and activity.
Can WooCommerce track repeat purchases automatically?
Yes, especially with plugins that offer customer analytics, CRM, or loyalty tracking.
