Repeat Purchase Rate
Repeat purchase rate is the share of customers who buy more than once, calculated as the number of returning customers divided by total customers over a period, expressed as a percentage; it measures how reliably a store turns a first order into a habit.
Repeat purchase rate is the cheapest growth lever most stores have, because a returning customer costs far less than a new one: there is no ad spend to win attention, no first-time hesitation to overcome, and trust already exists. A store with thin margins can often improve profit faster by lifting RPR a few points than by buying more traffic at the top of the funnel.
The post-purchase experience is where this number is won or lost. Delivery that matches the promise, a product that meets expectations, and a timely follow-up all push a buyer toward a second order. Reviews feed this loop in two ways: reading honest reviews before the first purchase sets accurate expectations (which reduces disappointment), and being invited to leave a review after delivery keeps the brand present at the exact moment a repeat purchase is most likely.
Read RPR with care, because the raw figure flatters businesses with naturally frequent purchases (coffee, supplements) and punishes those with long replacement cycles (mattresses, furniture), so it is only meaningful against your own category and your own history. Segment by acquisition channel and first product too: a high blended rate can hide a channel that brings in customers who never return.