● E-commerce
Repeat Purchase Rate
Proportion of customers who have made at least two purchases. A direct measure of behavioral loyalty in e-commerce.
Full definition
The repeat purchase rate (RPR) measures the proportion of customers who have made at least two purchases within a given period. It is a direct behavioral measure of loyalty: unlike the retention rate, which is expressed relative to a reference period, the repeat purchase rate focuses on the act of repetition itself and on the customer's willingness to return.
Formula: Repeat Purchase Rate (%) = (Customers Who Purchased at Least Twice / Total Number of Customers) × 100. This metric can be complemented by average purchase frequency (average number of orders per customer over a period) and average inter-purchase time, which indicates the natural purchasing rhythm of customers and helps optimize reactivation campaign timing.
Industry benchmarks vary: in general e-commerce, a repeat purchase rate of 25-40% is common. Platforms with high loyalty (beauty, subscriptions) reach 50-65%. A rate below 20% indicates the brand is failing to build long-term relationships and is living almost entirely off new acquisitions, which places heavy pressure on profitability and margins.
Concrete example
A tea and herbal infusions retailer has 6,000 active customers over 12 months. Of these, 2,100 have made at least two purchases, giving a repeat purchase rate of 35%. By improving this rate to 42% through post-purchase campaigns and a loyalty program, the retailer reaches 2,520 repeat customers. At an AOV of €55 per additional order, this represents €23,100 in revenue without any acquisition cost.
A hair care brand finds that customers who left a positive review have a repeat purchase rate of 52%, versus 28% for those who did not interact. This 24-point gap illustrates the impact of post-purchase engagement on behavioral loyalty. Maximizing review collection therefore mechanically maximizes repeat purchase rate.
With Review Collect
Review Collect improves repeat purchase rate through two direct mechanisms. First, post-purchase review solicitation at a 40% conversion rate creates an engaging touchpoint that reminds customers of the brand and encourages repeat purchase. Second, the MONETISE feature triggers a commercial offer at the precise moment of 5-star review submission, converting satisfaction into an immediate purchase act.
RC merchants observe that customers who engaged through the review journey have significantly higher repeat purchase rates than the passive customer base. Automatic distribution to Trustpilot and Google also reinforces trust among customers who consult these platforms before a second purchase, reducing hesitation at the critical decision point.
