Repeat purchase rate formula in Excel or Google Sheets
Put the inputs in column B from row 2, then paste the formulas below. They work the same in Excel and Google Sheets.
| Cell | What | Value or formula | Example |
|---|---|---|---|
| B2 | Customers in the period | 5000 | 5000 |
| B3 | Customers with 2+ orders | 1350 | 1350 |
| B4 | Total orders | 7600 | 7600 |
| B6 | Repeat purchase rate (%) | =ROUND(B3/B2*100,1) | 27 |
| B7 | Orders per customer | =ROUND(B4/B2,2) | 1.52 |
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Frequently asked questions
- How do you calculate repeat purchase rate?
- Divide the customers who ordered at least twice by all customers in the same period. 1,350 of 5,000 is a 27% repeat purchase rate.
- What is a good repeat purchase rate?
- In e-commerce, 20–30% is common and above 40% is strong, but it depends on how often people need the product. Compare with your own trend and by acquisition channel.
- How does customer experience change repeat purchases?
- Delivery problems, slow support and unclear returns are the usual reasons a first order is the last. Fixing the post-purchase journey often lifts repeat rate more than discounts.
About the author
Abdessamad Ghanem
Customer Experience & Customer Success Consultant · Founder of Clarivoxx
Abdessamad Ghanem works across Customer Support, Sales, Customer Success, Account Management and Partner Management. He writes Clarivoxx Insights for B2B SaaS professionals who own retention, adoption and customer outcomes.