Repeat purchase rate is the share of customers who placed more than one order within a given period. It is calculated by dividing the number of customers with two or more orders by the total number of customers in that period.
It is one of the most direct indicators of how well a store retains customers. A store that relies mainly on first purchases has to keep investing in acquisition, whereas a store with healthy repeat purchasing can grow with less dependence on ads.
The analysis period should reflect the product’s buying cycle: for consumables a few months may be enough, while for occasional purchases you may need a year or more. Cohort analysis, which groups customers by the month of their first order, shows whether retention is improving over time.
The most common levers are post-purchase email flows, replenishment reminders, recommendations for complementary products and a good delivery and customer service experience.
On WooCommerce
Guest orders should be grouped by customer email; otherwise the same person may appear as several one-time customers.