Repeat Purchase Rate Calculator
Enter total customers this month, how many are new, how many existing customers bought again, average order value, and timing. See repeat rate among existing base, revenue split between new and repeat, marketing cost comparison, and how repeat revenue drives margin without extra ad spend.
Best for
Make the next pricing or planning decision with context
Set a price for your business offer that covers the costs in this model and supports the target contribution you need. It covers Measure how often customers come back — calculate repeat purchase rate, average time between orders, and revenue from returning vs new customers.
Instant calculations · Editable fee assumptions · Export-ready results
Inputs
Values update results instantly. Adjust fee assumptions to match your seller dashboard.
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Customers
All unique customers with a purchase this month.
First-time buyers this month.
Among existing customers, how many bought again
Revenue
Average order value for this period.
Timing
Average days between first and second purchase
Costs
Blended CAC per new buyer.
Results
Live estimates based on your inputs and editable fee assumptions.
Existing customers in base
140
Total minus new.
New customers
60
First-time buyers.
Customers who repurchased
45
Existing who bought again.
Repeat purchase rate
32.1%
Repurchased divided by existing.
Revenue from repeat customers
$2,160.00
Repurchased × AOV.
Revenue from new customers
$2,880.00
New × AOV.
Marketing cost per repeat sale
$0.00
$0 for organic repeat.
Marketing cost per new sale
$12.00
Marketing cost per new.
Total marketing cost for new
$720.00
New × cost per new.
What this means
Existing base 140, 45 repurchased = 32.1% repeat. Repeat $2160, new $2880. New costs $720, repeat $0 incremental. Repeat share 43%. Avg 65 days between orders.
Revenue split: new vs repeat
Interactive breakdown of fees, costs, and remaining profit.
Distribution
- Repeat revenue$2,160.0042.9%
- New revenue$2,880.0057.1%
Total $5,040.00 · 2 segments · interactive
Line-item breakdown
Dollar amounts, share of revenue, and visual proportion.
- Total customers
- 200
- Existing customers
- 140
- New customers
- 60
- Repurchased
- 45
- Repeat purchase rate
- 32.1%
- Revenue from repeat
- $2,160.00
- Revenue from new
- $2,880.00
- Total marketing cost new
- $720.00
- Repeat share of revenue
- 42.9%
Assumptions used
- • Existing 140=200 total - 60 new
- • Repeat rate 45/140=32.1%
- • Repeat $2160.00 = 45×$48.00
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Explore General BusinessRepeat Purchase Rate Calculator
Generated 9/16/2026, 7:52:51 AM · Currency USD
Inputs
- Total customers who purchased this month: 200
- New customers this month: 60
- Existing customers who repurchased: 45
- Average order value: 48
- Avg days between first and second purchase: 65
- Marketing cost per new customer: 12
Results
- Total customers: 200
- Existing customers: 140
- New customers: 60
- Repurchased: 45
- Repeat purchase rate: 32.1%
- Revenue from repeat: $2,160.00
- Revenue from new: $2,880.00
- Total marketing cost new: $720.00
- Repeat share of revenue: 42.9%
Interpretation
Existing base 140, 45 repurchased = 32.1% repeat. Repeat $2160, new $2880. New costs $720, repeat $0 incremental. Repeat share 43%. Avg 65 days between orders.
How it works
Methodology & formulas
This calculator is transparent by design. Review the steps and formulas so you can trust the estimate and adjust assumptions when your dashboard differs.
Calculation steps
- 1Subtract new from total to get existing customer base who could repurchase.
- 2Divide repurchased count by existing base for repeat purchase rate.
- 3Multiply repurchased and new counts by AOV for revenue split.
- 4Compare marketing cost: repeat $0 incremental, new has CAC.
- 5Use avg days between purchases as context for cohort timing.
Formulas
- existing = total - new
- repeatRate = repurchased / existing × 100
- repeatRevenue = repurchased × AOV
- newRevenue = new × AOV
- totalNewCost = new × marketingCostPerNew
- repeatCost = $0
Important assumptions
- Existing = total customers - new customers.
- Repeat rate = repurchased / existing × 100 among existing.
- Revenue from repeat = repurchased × AOV.
- Revenue from new = new × AOV.
- Repeat marketing cost modeled as $0 extra (loyalty/email organic).
- Total new marketing = new × cost per new.
Sources & review
Know what this estimate is built on
This calculator is intentionally platform-agnostic, so it does not attach a platform fee URL.
Official references
No single official fee page is attached here. The model keeps these inputs editable so you can use the terms that apply to your situation.
Use the current terms
This model uses editable planning assumptions. Confirm tax, payment, financing, or operating terms with the relevant provider, official authority, or adviser for your situation.
Defaults are editable estimates. Match them to your current account, provider statement, official authority, lender, or adviser before making a pricing or investment decision.
Calculator model reviewed: August 9, 2026. This date covers the page and calculator guidance, not a guarantee that every live platform rate or term was re-audited on that date.
Worked example
200 total, 60 new, 45 repurchased
200 customers this month, 60 new leaves 140 existing. 45 repurchased = 32.1% repeat rate. AOV $48.
FAQ
Common questions
Related guides
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