Fiducia TogetherRepeat purchase rate
What proportion of customers buy again. Retention for businesses without subscriptions.
Please note: This page explains what a term means. It is general information, not legal, financial, tax or investment advice, and it does not know anything about your business. Before you sign, file or commit to anything, check it with an accountant, a solicitor, or the official guidance we link to.
What it means
Repeat purchase rate is the proportion of customers who make more than one purchase in a period.
Why it matters
For a non-subscription business it is the closest equivalent to churn, and it drives lifetime value directly.
What it looks like in practice
Track time between purchases as well as the rate. A customer who normally buys every three months and has not for five is lapsing, and that is actionable while a churn figure is not.
What to watch out for
Averages across product types with very different natural repurchase cycles.
Where to get proper advice
Your own figures. No external source knows your business.
Where to read more
Last reviewed 2026-08-28 by Fiducia Together · Next review due 2027-08-28
Please note: This page explains what a term means. It is general information, not legal, financial, tax or investment advice, and it does not know anything about your business. Before you sign, file or commit to anything, check it with an accountant, a solicitor, or the official guidance we link to.