Repeat purchase rate
Second purchase is the leading indicator of LTV.
- Formula
- Customers with >=2 orders / total customers (within window)
- Unit
- %
- Models
- E-commerce, Marketplace
Benchmark
Directional
| B2C | ~20-25% within 90 days = healthy (agency heuristic, not a rigorous study). | Northstar Finance |
Omega Point BenchmarksRetention