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How many customers come back?

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Numbers to enter
Use one customer population and one period. Repeat customers are a subset of total customers, and total orders cannot be below customer count for that same population.
Koala's Calculated Result
Repeat-purchase share and average order frequency for the matched customer population.

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Interpret against your own product repurchase cycle and cohort definition. There is no universal good repeat-purchase rate across categories.

Koala's Professional Opinion

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Definition and method

What this calculator answers

Repeat purchase rate + orders per customer for a single period — the short-window product-market-fit read.

Repeat rate

Repeat rate = repeating customers ÷ total customers in the period. The % of customers who buy 2+ times in a period — a short-window product-market-fit indicator.

Worked example: your figures

The interactive result above is the worked example. Change any input and the same deterministic engine recomputes the answer; this page does not insert a generic example business or silently treat example values as a benchmark.

  • No market benchmark or outcome is silently inserted by this page.

What should I check next?

Frequently asked questions

What is repeat purchase rate?

Repeat purchase rate = repeating customers ÷ total customers in the period. The % of customers who make 2+ purchases in a period — the right product-market-fit indicator at the customer basis.

Repeat Purchase Rate

What's a healthy repeat rate?

There is no universal numeric benchmark for this decision. The right comparison depends on the industry, geography, business model, time period and exact metric definition. Use the business’s own history, economics and explicit target unless a verified benchmark matching that scope is available.

Repeat Purchase Rate

How is it different from retention?

Retention = cohort at a chosen month. Repeat rate = % repeating within a single period. Use retention for the long-term engagement curve; use repeat rate for the short-window product-market-fit read.

Repeat Purchase Rate

Should I count frequency?

Yes — pair the rate with orders per customer (frequency). A 25% repeat rate with 4× orders/customer is a very different business from a 25% repeat rate with 1.3×.

Repeat Purchase Rate

Educational use, not financial advice. Numbers are estimates for planning; consult a qualified professional before acting on them.