Marketing
Repeat rate
The share of orders that came from customers you already had.
Formula
Repeat orders ÷ total orders
Repeat rate is the proportion of orders in a period placed by customers who had ordered before. Its mirror image, the new-customer share, is what your acquisition spend is buying.
It matters to profit because a repeat order carries no acquisition cost. A store with a high repeat rate can afford a CAC that would sink a store without one.
Read it together with time to second order: a rate that looks healthy can be an artefact of a long measurement window.
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