Repeat Purchase Rate Calculator: Measure True Loyalty
Enter your customer counts to see what share of buyers come back, how that compares to benchmarks and what better retention is worth, in seconds.
Free with a Brainito account. No credit card required.
One Clear Loyalty Metric
Turn raw customer counts into a repeat purchase rate you can track month over month with ease.
Benchmark Your Store
See how your rate compares with typical e-commerce ranges so you know exactly where you stand.
See Revenue Impact
Model how a few extra points of retention compound into meaningful revenue over a full year.
Frequently Asked Questions
What is a good repeat purchase rate?
For most e-commerce stores a repeat purchase rate between 20 and 30 percent is healthy, while subscription friendly categories can run higher. Context matters, so track your own trend in 2026 rather than chasing a single number.
How is repeat purchase rate calculated?
Divide the number of customers who bought more than once by your total customers for the same period, then multiply by 100. The calculator does this instantly from the two numbers you enter and shows the resulting percentage.
Is the Repeat Purchase Rate Calculator free?
Yes, the calculator is free after creating a Brainito account. Check your rate monthly or quarterly, compare periods side by side, and use the trend to judge whether your retention emails and loyalty perks are working.
Find out how many of your customers actually come back and buy again
One account unlocks repeat purchase rate calculator plus 340+ marketing tools, weekly audits, and your action plan.