Definition
Repeat Purchase Rate (RPR) is the percentage of customers who make more than one purchase from a store within a given period.
It measures how effectively a business turns first-time buyers into repeat customers.
What It Means in Dropshipping
For dropshipping stores, RPR is an important indicator of customer loyalty and long-term business health.
Many new stores focus heavily on acquiring customers through paid advertising. However, acquiring a customer is often more expensive than retaining one. A higher Repeat Purchase Rate means customers are returning to buy again, reducing dependence on constant customer acquisition.
Products with natural replenishment cycles—such as supplements, skincare, pet supplies, or household essentials—often achieve higher RPR than one-time purchase products.
Store owners can improve RPR through:
- Excellent customer service
- Fast and reliable fulfillment
- Email and SMS marketing
- Loyalty programs
- Product recommendations and cross-selling
Example
Imagine your store had 1,000 customers this year.
Out of those customers, 250 placed at least one additional order after their first purchase.
The Repeat Purchase Rate would be:
(250 ÷ 1,000) × 100 = 25%
This means that 25% of your customers returned to buy again.
Why It Matters
A strong Repeat Purchase Rate often leads to higher profitability because returning customers typically cost less to convert than new customers.
RPR is also closely linked to other important ecommerce metrics such as Customer Lifetime Value (CLV), customer retention, and overall brand loyalty.
For many successful dropshipping brands, sustainable growth comes not only from attracting new customers but also from encouraging existing customers to keep coming back.