Repeat Purchase Rate
The share of customers who place another order within a defined window after their first purchase.
Definition
Repeat purchase rate is the proportion of customers who buy again within a chosen time window. Definitions vary by cohort and period, so comparisons require stating both.
For consumables and parts, repeat purchase behavior is tightly linked to product ownership, replacement intervals, and whether reorder paths point to the correct SKU.
Key points
- Always state the time window and cohort definition.
- Different from subscription attach or replenishment interval.
- Wrong-fit experiences can suppress future repeat purchases.
- Useful alongside ownership data when measuring aftermarket performance.