Repeat purchase rate: turn first-time buyers into regulars

Key takeaways

Repeat purchase rate is the share of customers who buy more than once in a period. It matters because winning a follower as a first-time customer is the expensive part; a second purchase costs far less and makes the first worthwhile. Measure it quarterly and raise it with follow-up, reminders and content for existing customers.

• Rate = customers with 2+ purchases ÷ all customers × 100.
• Illustrative: 120 of 400 customers bought again = 30%.
• Measure customers won from social media separately if you can.
• Follow-up within days of the first purchase lifts repeat buying.

What is repeat purchase rate?

Repeat purchase rate is the percentage of a business's customers in a given period who made more than one purchase. It shows how well a business keeps customers after the first sale, and is a core driver of customer lifetime value.

• How UK businesses can turn social media followers into customers
• Customer lifetime value: what a social customer is worth

How do you calculate it?

Choose a period, often 12 months. Count the customers who bought in that period and how many of them bought two or more times. Divide the second by the first and multiply by 100. Shops can pull this from their platform; service businesses can use their booking or invoicing system.

• Social media CRM: track followers from first message to sale

Why does it matter for social media?

It matters because social media often wins the first purchase at a cost close to its profit. If a third of those customers come back, the channel is profitable. If none do, it is not. Judging social media on first purchases alone undervalues it for any business with repeat customers.

• Social media customer acquisition cost: what is a good CAC?

How do you raise repeat purchases?

Raise repeat purchases by staying in touch after the first sale. Send a thank-you and care tips, a reminder when the next purchase is due, an easy rebooking link and occasional content for existing customers. Ask for consent to stay in touch at the first purchase.

• Day 1: thank you and what to expect.
• Week 1 to 2: a tip or check-in.
• When due: a reminder with a rebooking link.
• Ongoing: posts and messages for existing customers.

• Social media content for existing customers
• Turn social media followers into email subscribers

What UK rules apply to staying in touch?

Under PECR, the soft opt-in lets you email or text existing customers about similar products if you collected their details during a sale, gave them a chance to opt out then, and offer an opt-out in every message. Marketing beyond that generally needs consent. Service messages about their order do not need marketing consent.

When does repeat purchase rate not apply?

It applies less to one-off purchases, such as a wedding or a house extension. For those businesses, referrals and reviews play the role of repeat purchases. Track referral rate instead: the share of customers who send you someone new.

• Customer referral schemes for small businesses that work

What does this look like in practice?

A pattern we see in e-commerce and salons: plenty of first-time customers from social media, and no contact after the first purchase. A thank-you message, a reminder at the right time and a rebooking link are usually the cheapest growth available.

• See client work
• Social Media Marketing for UK businesses
• The follower conversion scorecard: find where buyers drop out

Repeat purchase checklist

• Calculate your rate for the last 12 months.
• Separate social media customers if you can.
• Collect consent or soft opt-in at first purchase.
• Send a thank-you and a timely reminder.
• Make rebooking or reordering one tap.
• Recalculate quarterly.

Next step

Pull last year's customer list and count how many bought twice or more. Then write the reminder message you will send this month.